Why AICP Week Matters

A great source of inspiration often comes from spending time with like-minded business folks. Being with the ones who walk in your shoes. Who understand the same client asks, budget pressures, creative wins, and occasional disasters. The ones who get the inside jokes.

I just got back from AICP Week in New York, and once again, I’m blown away by how valuable it is. There’s nothing else quite like it for independent commercial production companies. It’s not built for agencies, CMOs or big holding companies. It’s built for us.

While Cannes might be great for trying to land clients, if you want to rub elbows with people standing in your shoes and have honest, direct conversations about what’s working, what’s not, and what’s next — AICP Week is hard to beat.

A Few Takeaways

AI CAN TALK (but humans know what to say)

There’s broad acceptance that AI, VP, and other production tools are here and useful. Sure, they’ll take some things away — but they’ll add others. 

One moment that stuck with me was an AI-generated Veo 3 video made by Ari Kuschnir, where the AI actors kept saying “I can talk.” But it ended with the characters not knowing what to say — because that’s what humans still do best. In many ways, this AI wave feels like a back to basics moment. Story, editing, strategy, taste, and leadership matter more than ever.

COMMERCIAL PRODUCTION INCENTIVES ARE HERE

For years, narrative and episodic work got all the incentive love. Commercials? Not so much.

That’s changing fast. Competitive incentive programs for commercial production are popping up everywhere — and may be a reflection of how strong and legitimate this sector has become with lines blurring between brand work and entertainment.

DEI STILL MATTERS — AND IS WORTH DEFENDING

In this political climate, it was heartening to see so many production companies holding their ground on DEI values. Sheila R. Brown said it perfectly: “Be a thermostat, not a thermometer.”

Are you setting the culture or just reflecting it? That’s the choice in front of all of us. And many companies at AICP are choosing to lead — because it makes the work better. 

Becky Morrison demonstrated this beautifully. When doing production they include pictures and personal interests on their call sheets. Crew members wear magnetic name tags on set. A welcome desk greets everyone. Small actions, big impact: when people know each other’s names, they collaborate better and create stronger work.

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There was a lot more — but those are a few that stuck.

And while the panels were informative, it’s the in-between moments that matter just as much: Conversations in the halls. Late-night debates. Side chats at the MoMA. 

All of it deepened my understanding of where the business is really headed. If you’ve never been to AICP Week, go. It’s one of the few places where you can trade ideas with your peers, learn a ton, and do it while standing in front of a Van Gogh. Not bad.