AI in Film Production: Amira Sherif on What's Next.
Kino Films' Amira Sherif on why production houses must act as business partners, and why AI speeds up the work without replacing the people doing it.
By Campaign Middle East · Oct 9, 2026
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In this Campaign Middle East Industry Snapshot, Amira Sherif, founder and CEO of Kino Films, makes the case that production houses now have to act as business partners, not just suppliers.
Clients want faster work, sharper ideas and better use of the budget. Kino responds by getting involved early, deciding where spend will show on screen and what can be combined without losing quality. The company is also growing beyond advertising into films, series and digital formats, and says it is built around storytelling rather than one format.
On AI her view is practical. It already helps with research, visualisation and early concept work, and it removes friction from the workflow. She sees post-production as a future area rather than a current one. But it can produce options without taste, cultural context or creative judgement, so she does not expect it to replace production companies.
She expects advertising, entertainment and digital content to keep blending. Production houses that can serve all three will have the edge.