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

This event is offered as an academic experience for those considering postgraduate study at IE University. By registering, you confirm you are interested in learning more about our programmes. 

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 9th, 2026

Venue: The Spencer Hotel, Excise Walk, IFSC International Financial Services Centre, Dublin D01 X4C9 Ireland

Agenda: 

18:30-18:35 Welcome by IE University

18:40-20:00 Master class and 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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Host or Publisher IE UK