As generative AI rapidly transforms the creative landscape, the broadcasting and media industry stands at a pivotal moment. This session explores how AI-powered tools are reshaping professional creative workflows-from concept to final content delivery-not by automating creativity, but by rethinking how creative professionals imagine, develop, and execute ideas at scale.Shani Mandel Laufer, VP of Strategy & Business Development at Lightricks, will share insights from the frontlines of bringing generative AI into professional creative environments. Drawing from Lightricks’ experience developing LTX Studio and training the open-source model LTXV, she’ll offer a look at how AI-native tools are enabling scalable, high-quality content creation-while keeping the professional creator at the center of the process.She will also discuss the strategic foundation behind Lightricks’ open-source multimodal model, built to support creative control and visual quality, and now integrated into LTX Studio to power rich, editable, and coherent storytelling flows.

Key topics include:

• The shift from traditional editing workflows to AI-native, story-first creation

• Using AI to explore creative ideas at both macro and micro levels, without losing control or coherence

• Lightricks’ approach to open-source multimodal model development, and how it fuels LTX Studio’s creative capabilities

• Integrating LTXV for high-fidelity, AI-powered rendering and final production

• The role of partnerships in driving adoption, co-development, and deployment across entertainment and advertising ecosystems.

Attendees will gain a strategic and practical perspective on how AI is transforming not just tasks, but the entire architecture of creative production—empowering teams to create faster, collaborate better, and maintain professional standards across every phase of the storytelling process.