AI and Soft Power: The New Battlefield for Global Influence in Film and Television

About the Masterclass:

This masterclass explores how the content we consume—especially films and series—inadvertently shapes our perception of the world. We will examine the profound consequences of AI democratising content creation, and we will analyse how this technological shift is redrawing the map of cultural influence, allowing new centres 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.

Date: February 10th, 2026

Venue: IE University Office, Kensington Pavilion, 96 Kensington High St., London, W8 4SG

Agenda: 

19:00-19:05 - Introduction on IE
19:05-20:05 - Master Class
20:05-20:30 - Q&A

About the Professor:

Maria Valenzuela is an IE Marketing Professor and Senior Media Executive with extensive expertise in global content creation, distribution, and strategic business development across US Studios, Pay TV platforms, and streaming services. Track record of driving over €2 billion in revenue through international deals and successful launches of digital entertainment ventures.

As former SVP at Sony Pictures and General Manager at Movistar Plus+ International, demonstrated the ability to build and lead high-performing teams, develop innovative business models, and navigate complex international markets. Proven success in content strategy, co-productions, and digital transformation initiatives.

Global perspective shaped through executive roles across Europe, Asia, and the Americas. 

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