African Filmmakers Embrace AI at Upcoming Conference
The AI in Film: Empowering African Filmmakers Conference is set for Friday, 5 September, at the IDC Auditorium in Sandton, Johannesburg. S3 has been named the official media partner, highlighting its commitment to innovation and the future of African storytelling through technology.
The event will be co-hosted by TV and radio personality Masechaba Mposwa alongside Penny Lebyane. The conference features leaders from film, technology, digital marketing, and broadcasting sectors, including filmmaker and actor Tumisho Masha. They will discuss how artificial intelligence is influencing African cinema.
Leading the Conversation on AI in African Creativity
Mfundo Ntsibande, creative director of the conference, stresses the importance of Africa leading the dialogue on AI in the creative space. "We must lead the dialogue, not follow, if we are to shape a future where innovation uplifts our voices and values," Ntsibande said.
Dichaba Phalatse, marketing manager for Video Entertainment, pointed out the urgency of engaging with AI in terms of creativity, ownership, and cultural integrity. S3 supports conversations about AI's role in film, emphasizing authenticity and the future of work in the creative industries.
AI as a Tool, Not a Replacement
Masechaba Mposwa shared her experience working with AI in broadcasting, noting how AI speeds up creative processes without replacing the human element. "It can't replace the chef, but it can make the flavours pop," she said.
She described AI as a new spice in storytelling—enhancing the creative process but not substituting the unique human touch. "No algorithm can replicate the grit, humour, or soul of a kasi love story or a gogo's wisdom," Mposwa added.
The conference promises to be a space where African creatives and tech experts exchange ideas, such as dubbing popular shows into local languages quickly or solving practical challenges like lighting during load shedding.
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