Key takeaways from MIPCOM Cannes 2024: AI, globalization, and cautious optimism 

The 40th edition of MIPCOM Cannes drew its usual crowds of content owners, producers, talent and innovators from around the globe. Here’s a look at this year's key takeaways, with a spotlight on globalization, AI, and emerging industry trends.

Friend or foe? Debating the role of artificial intelligence

AI’s impact was an inescapable topic, with varied perspectives on its role in content creation, dubbing, and distribution. While many see AI as a transformative force for efficiency—enabling dubbing and localization at scale—others warned of potential downsides, from ethical concerns to creative homogenization. Keynote speaker at the AI summit Yann Colleter said: “AI can revolutionize how content crosses borders, but human oversight is key to preserving cultural nuance.”

From AI-driven dubbing that allows seamless global distribution to AI-powered script generation, the technology’s ability to enhance scale is huge. Still, the consensus was clear: responsible implementation and cultural sensitivity must guide AI’s growth.

Speaking of AI, Papercup CEO Jesse Shemen took to the MIPCOM stage to talk about how content owners can make their content consumable globally by using Papercup AI, which not only dubs content but translates its emotion across languages. 

Catch up on his talk below.

Content globalization: more than a trend, a necessity

As platforms increasingly prioritize global expansion, MIPCOM 2024 highlighted that localized content isn’t a “nice-to-have” but a critical component for growth. International collaborations were center stage, reflecting a push to tap into diverse markets through authentic storytelling. Deadline described Africa, in particular, as “the next frontier of growth,” and with SVoD subscriptions tipped to reach 18 million by 2029, according to Digital TV Europe, it’s no surprise. 

Marion Ranchet, co-host of the 'Streaming Made Easy' session, noted: “Localization isn’t just about translation—it’s about immersion. Audiences demand culturally authentic, context-rich content, and that’s driving a fundamental shift in content strategies.”

Spotlight on regional content and co-productions

MIPCOM 2024 also emphasized regional content’s power to drive global growth. Co-productions between emerging markets and established players are becoming more common, signaling a move towards storytelling that resonates across borders while remaining rooted in local culture. Not to mention shared financial burden and risk, expanded audiences, and potential for innovation on tighter budgets.

A wholesale return to licensing 

From licensing to hoarding for proprietary platforms and back to licensing again. Streamers are no longer reticent about licensing their content to third parties. Disney’s Paolo Agostinelli, SVP of affiliate and content distribution for EMEA gave the example, via Screen Daily, of UK superhero comedy Extraordinary: 

"...which was licensed to ITV2 and ITVX just ahead of the season two drop on Disney+. “It raised the profile of season one and engaged fans in season two. We’ve done more than 20 such deals in the last few months.”

When the industry is so keenly focused on driving revenue, the content goes where the audiences are. 

Navigating transformation together

MIPCOM’s 40th anniversary highlighted an industry that’s adaptive, resilient, and deeply aware of the global challenges and opportunities on the horizon. For those debating whether to turn to AI-driven dubbing, the key takeaway is clear: success lies in enhancing global accessibility while preserving cultural authenticity. As technology reshapes how content travels, the delicate balance between innovation and sensitivity will be the guiding principle.

Take the AI dubbing tour to discover how to break into global markets.