Enrique Dans, a professor at IE Business School and a reference in technological innovation, recently shared an unprecedented reflection with Business Insider Spain: he has developed his own artificial intelligence agent designed to replicate his writing and thinking style. The goal is not to replace himself but to have a digital assistant capable of taking on certain tasks at specific moments. Dans acknowledges, however, that automating part of his outreach work could reduce his intellectual agility, both as a thinker and as a teacher. Despite the advancement of AI, literary text remains a human bastion. Readers still seek the authenticity of authors like Lucia Berlin, whose life experiences are reflected in fiction in a way that algorithms cannot replicate. However, in the audiovisual sector, artificial intelligence is advancing rapidly. An example is Freepik, the Málaga-based company that is shaping up to be the first Andalusian unicorn and is firmly betting on AI. Freepik Originals, one of its programs, offers creators tools to generate content that until recently seemed unattainable. From this initiative arises The Chronicles of Bone, a series created entirely with AI and credited to Kavan Cardoza, co-founder of the studio Phantom X. The series, with an apocalyptic aesthetic reminiscent of The Last of Us, features digitally generated characters with details that reveal their artificial origin, such as unnatural movements. This raises the question of whether AI is a threat to Hollywood or rather the logical evolution of animation. Sofía López, head of Social and Community at Freepik, confirms: “Animation allows for many formats, and we offer multiple tools, even if we’re not ready for an Oscar yet,” she humorously comments. In Europe, Freepik finds few rivals. In the United States, Krea AI and the emerging Higgsfield stand out, but the Málaga-based firm differentiates itself with its extensive resource bank, facilitating creators' access to existing materials, especially useful in projects that require speed. Additionally, through Freepik Studios, they collaborate with large companies seeking efficiency and professional results in their advertising campaigns. Manuel Domínguez, founder of Hyprframe, points out that advertising will be the sector where AI has the greatest impact. “The advancement is exponential; what we discuss today can equate to years of progress,” he states. Hyprframe uses AI not only as an image generator but also as a source of creative ideas, collaborating with Freepik and Midjourney to tell visual stories that are as effective as real ones. Domínguez warns about the hype and investment surrounding this industry. While there are concerns about the future of cinema, the real change is already being felt in advertising, where emotional connection is not as relevant and efficiency takes precedence over complex narratives. “In 95% of ads, the consumer is not looking for a deep human connection. It’s different from a movie, although special effects can indeed be generated with AI,” he explains. While Hollywood maintains a certain artistic focus, advertising prioritizes cost reduction and logistical simplification, such as avoiding complex shoots to show a car crossing the desert.