How do you prove that you are the maker when you use AI? You use AI to explore ideas, generate images or write texts. But how can you prove that you are the creative author? That’s not a theoretical question. Clients ask it. Juries ask it. Funding bodies ask it. And copyright discussions are increasingly revolving around the same question: Where was the human creativity in the process? Fortunately, you do not need to keep complicated records for this. By documenting your creative choices smartly, you gradually build up evidence of your contribution. The Immersive Lab’s 4S framework offers...

New AI-tool? Check whether you can trust it first! New AI tools often seem ideal for creative work. They generate images, edit videos, write texts, clone voices or create 3D assets. Still, you should not simply use them in a client project. First check what happens to your data, what you are allowed to do with the output, and whether you can clearly explain your use of the tool. That way, you choose not only a tool that works well, but also one that fits professional and responsible creative practice. Why check first? An AI tool can speed up your workflow and open up new ideas. At the same time,...

Let’s put it to the test! Choosing an AI tool today is about more than selecting the one with the most impressive output. For professional use, you also need to know what happens to your data, whether you are allowed to use the output commercially, and whether you can explain to clients why you chose that particular tool. Below you will find an overview of commonly used AI tools. We do not evaluate them based on creative quality, but on trust, transparency and professional suitability. Stay critical, as the privacy policies, training practices, commercial rights and data retention periods...

From Workshop to Workflow: Exploring AI Video Production in Practice On 19 and 21 May, the Immersive Lab organised an ‘AI video production workshop’ as part of the TETRA project General World Models. During the workshop, participants explored one central question: How can artificial intelligence become a practical part of a professional video production workflow? To make this question tangible, Immersive Lab created the short film ‘Where I Ended’ in three different ways: A cloud-based AI workflow, created by one person A local real-time AI workflow, created by three people A...

Nearly 9 out of 10 video companies now use AI One technology that has had a clear impact on the video sector in recent years is AI. Artificial intelligence is increasingly becoming part of the daily practice of production companies, agencies, and creative studios. This is evident from a survey of 46 companies that submitted a video to Video Experience Day. But how widely is AI actually being used in the video production process today? In which stages of production are companies using the technology? And how do video producers perceive the use of AI? AI has become an integral part of the video...

General World Models Guidance Group no. 2: Exploring the Future of AI Driven Content Creation On May 11, researchers, creative professionals, media companies, and technology innovators gathered at Ghent University for the second Guidance Group meeting of the General World Models (GWM) project. Together, they explored how emerging AI technologies and General World Models could transform audiovisual production, discussed key challenges and opportunities for the industry, and helped shape the future direction of the project through valuable feedback and insights.The session combined project updates,...

Under the theme of the third edition of TINCfest: ‘Let’s TINC Beyond’, researchers from the Immersive Lab explored the future of video, image making and virtual production. The inspiration session did not just highlight technological trends, but also raised fundamental questions about the evolving role and mindset of the videomaker. Two sessions stood out in particular. Beyond Formats and Beyond Dimensions. Beyond Formats In Beyond Formats, Karen Pauwels, researcher at Media, Design & IT and Immersive Lab (AP Hogeschool), examined the rapidly changing landscape of video production....

At the Immersive Lab (AP University of Applied Sciences and Arts Antwerp) we’ve developed a practical framework to guide creative teams working with AI. Sense, Sample, Shape, Stage structures the co-creation process into four phases: defining intent, exploring widely, curating and refining, and finally staging work in real-world contexts. A unique aspect of the framework is the Serendipity Capture Protocol, which treats “happy accidents” as a resource rather than noise. Drawing on case studies from art installations, design tools, and applied industry projects, the paper shows how exploration,...

Whitepaper – Legal Aspects This whitepaper summarises the fast-moving legal landscape around generative AI into practical guidance for creative organisations, sucha as agencies, studios, newsrooms, cultural institutions and freelancers. It explains the AI Act’s scope, roles (provider vs deployer) and risk-based duties, translating transparency and provenance obligations for synthetic media and deepfakes into concrete steps for creative workflows. It clarifies when AI-influenced outputs may attract protection (AI-assisted vs AI-generated), how human selection, editing and composition can be...

New kid on the block: FLOW Google launches Flow, a new AI filmmaking tool that integrates seamlessly with its most powerful in-house models: Veo, Imagen, and Gemini. Flow was built by and for creators, and focuses on exploring creative ideas through an intuitive, iterative, and visually powerful work environment. Users can create cinematic scenes, use their own assets, or generate new images via text prompts. Flow excels in consistency between shots, realistic physics, and cinematic quality. Thanks to the integration of Gemini, users can...

Choosing to use AI in your creative process is one thing, but making choices under the influence of AI… that can quickly become a slippery slope. With the federal elections just around the corner, we take a moment to consider the use of generative AI in political communication.

You may have noticed during our supervision groups and workshops that researcher Karen Pauwels has been working with polar bears and AI for some time now. Soon, it will become clear why: on June 4, her icy AI music video will premiere during the Video Experience Day at Kinepolis Brussels.

Vanaf september kan ook jouw bedrijf een playdate regelen in onze Creative AI Sandbox. Emmers inspiratie zelf mee te brengen; wij zorgen voor de nodige computerkracht en waterdichte beveiliging om in alle comfort te experimenteren met jouw generative AI-datasets. Maar wat is dat nu precies, zo’n Creative AI Sandbox?

On March 13, you gathered en masse in our research lab for a workshop on generative AI for video. Researchers Karen Pauwels and Jeroen Cluckers treated attendees to an overview of the available tools, practical prompt tips, and a challenging assignment.

OpenAI recently took an impressive step in the field of text-to-video with Sora. OpenAI's promise? Sora would generate highly photorealistic videos up to 1 minute long. Based on the examples shared, it seems to be living up to these high expectations and to be a major improvement over other text-to-video applications such as Runway Gen-2 and Pika.

Prompt: Can you provide an overview of the various AI flows for generating content? What is currently possible in terms of text-to-image, text-to-video, etc.?