Generative and agentic AI tools are becoming part of concept development, production, post-production, localisation, marketing and live content creation. This session examines how creative teams can combine models, agents and trusted data to develop ideas, automate production tasks and generate new versions while retaining creative control. The discussion will compare enterprise pipelines, accessible creator platforms and data-led sports workflows, covering immersive production, agent-led scripting and editing, real-time insight generation, automated branded graphics, AI-powered highlights, localisation and personalised marketing assets. Panellists will consider narrative and visual consistency, data accuracy, rights, provenance, disclosure, cost and skills, and the effect on creative roles, production models and access to professional-quality content creation.