The Future of Content, Powered by AI: Liquid Content
Session Overview
For the past century, mass media has scaled by fixing information into rigid formats. Today, generative AI is breaking those boundaries and ushering in the era of “Liquid Content”—where stories dynamically adapt to the audience’s context, much like the fluid oral storytelling traditions of our ancestors.
In this session, Matthieu Lorrain—former Creative Lead for AI & Creativity Research at Google DeepMind and Adjunct Professor at Columbia University—explores how AI models such as Veo, Gemini, and Lyria are transforming static media into living experiences.
We will dive into the five dimensions of liquidity—Time, Space, Interactivity, Art Direction, and Story—and explore how brands can leverage “Interactivity on Demand” to build deeper connections with audiences in an increasingly immersive era.
- From Fixed to Fluid: Understanding the shift from traditional broadcast mass media to AI-powered liquid storytelling.
- The 5 Dimensions of Liquidity: How content dynamically adapts across time, space, interactivity, visual style, and narrative flow.
- The New Creative Persona: Moving from traditional production toward worldbuilding and system thinking in the age of AI collaboration.
- Abundance vs. Scarcity: Navigating the paradox where personalization increases while shared cultural moments become more valuable.
Speaker
Over the past 20 years, he has collaborated with artists and global organizations across interactive media, AR, connected objects, and AI. His work has been recognized with major awards including Emmy, Cannes Lions (Gold), Clios (Gold), Webby’s, Tribeca, Product Hunt (#1 of the Day), and FWA.
Matthieu teaches “Augmented Creativity” at Columbia University School of the Arts and has lectured at NYU, Parsons, and FIT. Based in New York since 2011, he holds executive education from Wharton and Master’s degrees from Sciences Po Grenoble and ESCP Paris.