Mubi CEO Rejected AI in Film Production
Efe Cakarel argued that human-crafted cinema holds unique value as personalized AI content proliferates.
Updated on Sept. 28, 2026 in Arthouse
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Mubi CEO Efe Cakarel announced a strategic decision to exclude artificial intelligence from the company's film production process. He emphasized that cinema requires shared cultural experiences rather than the hyper-personalized content enabled by AI.
Why it matters
Cakarel believes human-made films will gain significant value as AI-generated content becomes more abundant and competent. He contends that the industry risks losing its cultural impact if it prioritizes algorithmically generated entertainment.
AI-driven platforms can generate a thriller in just 30 seconds and create personalized content for niches like the 14.7 million people who enjoy Russian dramas. Meanwhile, major competitors like Netflix continue to invest $20 billion annually in content.
The players
Efe Cakarel
He is the CEO of Mubi who advocates for human-made cinema over AI-generated content.
Mubi
This is a global streaming service and film distributor that plans to expand into physical cinema venues.
Netflix
This is a major streaming platform that invests approximately $20 billion annually in content production.
The details
While Mubi continues to use AI for engineering, finance, operations, and customer service, Cakarel stated the company will avoid the technology in creative production. He warned that major platforms will likely utilize AI to generate films tailored specifically to individual user preferences.
Timeline
September 26, 2026: Efe Cakarel delivered a keynote address at the Zurich Summit.
October 4, 2026: The Zurich Film Festival is scheduled to conclude.
Industry Dynamics
Mubi's stance represents a counter-cultural shift against the industry-wide trend of utilizing AI to generate hyper-personalized content. This move positions the brand as a boutique alternative to larger streaming giants that are leaning into algorithmic production.
Viewers can expect Mubi to maintain a focus on human-curated films rather than the AI-generated titles becoming common on other services. Additionally, the company plans to offer future opportunities to experience cinema in physical venues.
The takeaway
The move highlights a growing divide between platforms that prioritize algorithmic convenience and those focused on traditional artistic craft. Readers who value human-centric cinema may find Mubi increasingly distinct as AI continues to transform the broader media landscape.
Further reading
For more on how independent filmmakers are navigating new technologies, visit the Arthouse section.
Source note: This article includes information reported by Screen.
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