Executive Breakfast in Sofia: AI and Soft Power - The New Battlefield for Global Influence in Film and Television
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Executive Breakfast in Sofia: AI and Soft Power: The New Battlefield for Global Influence in Film and Television
Agenda
09.00-09.30 Welcome word about IE University by Mariam Katsanashvili, Manager for Central and Eastern Europe, IE University
09.30 – 11.00 Masterclass AI and Soft Power: The New Battlefield for Global Influence in Film and Television by Maria Valenzuela
The masterclass explores how the content we consume—specially films and series—inadvertently shapes our perception of our world. We will examine the profound consequences of AI democratizing content creation, and we will analyze how this technological shift is redrawing the map of cultural influence, allowing new centers of soft power, and transforming how nations or entities will compete for global narrative control. Participants will gain critical insights into navigating this evolving landscape where entertainment increasingly serves as a powerful tool for shaping world understanding
Professor´s bio
Maria Valenzuela is a seasoned expert in international media business, content productions and distribution, with over 20 years of senior-level experience. She has held prominent positions in the industry, including Senior Vice President at Sony Pictures Iberia, General Manager of Movistar Plus+ International, and Global Head of Video Strategy at Huawei Technologies. Throughout her career, Maria has work alongside leading global partners such as Netflix, Amazon, Disney, HBO, France Télévisions, and ZDF.
Maria holds a master’s degree in Chinese studies and modern history with ongoing research into the impact of technology—including AI—on entertainment, society, and culture. This interdisciplinary expertise informs her work at the intersection of media and innovation.
Currently, Maria is the founder of BRISA MEDIA, an independent production company creating international content. She also delivers masterclasses on media and technology and serves as an associate professor at IE University.
Fluent in Spanish, English, German, Portuguese, and Mandarin, Maria brings a truly global perspective to her work, fostering cross-cultural collaboration and innovation in the media landscape.
Our speakers
Associate Professor at IE University
Accomplished Media Executive with a passion for technology, entertainment business models, glocal management, digital humanistic thinking and with a verifiable track record across industries and international markets. Reputed Television and US Studio executive with demonstrable abilities on developing new digital entertainment offerings and driving new business models.
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