Artificial intelligence is no longer a distant idea in filmmaking. It is already here. Quietly, and sometimes loudly, changing how stories are written, produced, and shared. In this shifting landscape, one event is trying to define what comes next: WAiFF — the World Ai Film Festival. We’ve got a chance to talk with the founder of WAiFF, Marco Landi.
WAiFF, A Festival Built for the AI Generation
Founded by Marco Landi, former Apple executive and now a key voice in the European AI space, WAiFF positions itself as more than just another festival. It is not simply a showcase. It is an attempt to build a new creative ecosystem where filmmakers, technologists, and audiences meet at the edge of change.
The concept is simple, but ambitious: give creators using AI tools a global stage, connect them across borders, and—crucially—protect their work.
From its base in France, WAiFF is expanding globally, with chapters in cities including Seoul, Tokyo, and beyond. Its structure is also different. Local selections feed into a global final in Cannes, creating a network rather than a single event.
But behind the structure is a bigger question:
If AI becomes a tool for storytelling, who controls the story—and who owns it?
Behind WAiFF: An Interview with Marco Landi
In this conversation, Marco Landi reflects on creativity, cost, distribution, and the risks that come with rapid innovation.
Q: WAIFF is still very new. What gap were you trying to fill in the global film festival landscape? What was missing before WAiFF existed?
Marco Landi:
First of all, this is not one of the many festivals that already exist. Most festivals today are showcases. They present films, but they do not necessarily build something beyond that.
WAiFF is different. It is a festival created to give real visibility to creators around the world. The goal is to allow artists to present themselves and their creativity, not only locally but globally.
That is why we designed a format with local events—in Korea, Japan, China, Brazil, and more. These events select the best works, and then the top films are brought to the final in Cannes.
This creates a true global network. It is not just a festival. It is a system.
We focus on three main things. First, discovering new talent. Second, protecting their intellectual property. And third, making sure they are rewarded for their work.
This is what was missing. A structure that supports creators, not just displays them.
AI and the Future of Cinema
Q: You often say AI should support creators, not replace them. In practical terms, where do you draw that line?
Marco Landi:
If you look at filmmaking today, directors use cameras. But the camera does not create the image. The creator does.
Now AI is becoming a new kind of camera. It is a tool.
It brings advantages. It makes production faster. It reduces costs. It opens access to people who could not make films before.
A young person with a strong idea can now express it in ways that were not possible before.
Of course, there are risks. Some jobs will change. Some roles may disappear. But this is not new. Every technological shift brings change.
We should not try to stop it. That is impossible. Instead, we should adapt and guide it.
We need to ensure that traditional filmmaking does not disappear. It will still exist. But alongside it, there will be a new form of creativity.
The goal is not to replace, but to expand.
Business & Industry Impact
Q: Do you see AI lowering production costs in a way that favors high-volume streaming content over big-screen cinematic releases?
Marco Landi:
What matters is not the cost or the length of the film. What matters is the story.
Last year, we accepted only very short films because the technology was still developing. This year, we are already seeing longer works, up to 50 minutes, with much higher quality.
The key is not whether the film is made for streaming or cinema. The key is whether it creates emotion.
People want to dream. They want to be surprised. They want to feel something.
If a film can do that, the tool used to create it does not matter.
Q: From WAiFF’s perspective, are AI-driven films more suited for digital platforms, or do they have a future on the big screen?
Marco Landi:
I think both.
We have received thousands of films—this year alone, around 8,000. The quality is improving quickly.
Not all of them are ready for the big screen. But some are. And we are already showing selected works in cinema settings.
At the same time, younger audiences are changing their habits. Many prefer to watch on their phones or computers rather than go to the cinema.
So we are building a platform where these films can be seen more widely.
Both formats will coexist.
Q: Could festivals like WAiFF become a bridge between streaming platforms and theatrical distribution?
Marco Landi:
Not only do I think it is possible—I think it is necessary.
One of our goals is to take the best films from WAIFF and work with distribution partners to show them in cinemas.
This is important because there is still skepticism around AI-generated content. People need to see that quality is possible.
If we create strong selection standards and present these films in theaters, we can help change perception.
WAiFF can play that role. A bridge between new creators and traditional distribution.
Q: Do you think audiences can emotionally connect with AI-generated films in the same way as traditional cinema? Or is something still missing?
Marco Landi:
Emotion is everything.
If a film does not create emotion, it does not matter how it was made.
The audience does not go to a film to analyze the tool. They go to feel something. To dream. To reflect.
So the challenge for creators is not technical. It is human.
Can you tell a story that moves people?
If yes, then the connection will be there.
Global Expansion
Q: What role do you see for cities like Seoul in shaping the future of AI-driven storytelling? Are some regions moving faster than others?
Marco Landi:
What surprises me most is not one specific country. It is the global spread.
We receive films from everywhere. Iran, Vietnam, Pakistan—places you might not expect. This shows that creativity is universal.
AI is opening access. It allows more people to express themselves and share their vision.
This is something we must support. We must give visibility to these creators and protect their work.
At the same time, we see differences in technology. Many of the platforms used today are coming from China. The quality is very strong.
In Europe, we need to catch up. We need more companies entering this space.
So yes, some regions are moving faster. But the opportunity is global.
The New Era of Filmmaking Has Already Begun: A New Tool, or a New System?
What stands out in this conversation is not just optimism. It is structure.
Marco Landi does not talk about AI as a trend. He talks about it as an ecosystem that needs rules, incentives, and protection.
WAiFF reflects that mindset. It is not only about films. It is about building a pipeline: creators, platforms, distribution, recognition.
At the same time, there is a tension that remains unresolved.
Lower costs mean more content.
More content means more competition.
And more competition raises a difficult question:
If everyone can create, how do we protect originality?
Landi is clear on one point. Creativity must be protected. Intellectual property must be respected. Creators must be rewarded.
But the reality is still evolving. Training data, authorship, ownership—these are not settled issues.
And this is where the conversation becomes more interesting.
Between Curiosity and Caution
There is something undeniably exciting about this moment.
For the first time, filmmaking tools are becoming accessible to people who were previously excluded. A good idea is no longer limited by budget, equipment, or access to industry networks.
That shift matters.
It opens doors. It creates new voices. It expands the definition of who gets to tell stories.
At the same time, it raises questions that are harder to answer.
If AI is trained on existing works, who owns the output?
If creativity becomes easier to replicate, what makes it valuable?
If speed replaces process, what happens to craft?
The position of Marco Landi and WAiFF is clear. Do not resist the change. Understand it. Shape it. Protect the people inside it.
And maybe that is the real role of Marco Landi and WAiFF.
Not just to celebrate AI films, but to slow down the conversation enough to ask the right questions.
Because technology will move forward, with or without us.
The real challenge is making sure creativity moves with it—and does not get left behind.
Details about WAiFF: https://worldaifilmfestival.com/the-competitions/
Editorial Note: This article is written by KPOPPOST contributor. The opinions expressed are those of the writer.
Join us on Kpoppost’s Instagram, Threads, Facebook, X, Telegram channel, WhatsApp Channel and Discord server for discussions. And follow Kpoppost’s Google News for more Korean entertainment news and updates.
