AP University of Applied Sciences and UGent Explore New AI Applications in the Audiovisual Sector
AP University of Applied Sciences and UGent have received €336,000 in funding from the Flemish government to support the Flemish audiovisual sector in the responsible use of generative AI. Creative companies appear to be underprepared for the latest generation of AI technologies, known as General World Models, which can generate high-quality video content in seconds.
From Hype to Practical Guidance
The Flemish creative sector is being flooded with new AI tools for image, speech, motion, and more. But in practice, many companies struggle with their usability, not to mention the numerous questions around ethics and transparency. “Professionals want to move forward, but they lack reliable guidelines. We aim to provide both frameworks and practical applications,” says Karen Pauwels, project lead at AP University of Applied Sciences.
The Immersive Lab at AP, which has six years of experience in applying AI to the creative sector, is joining forces with the specialized technology and user research team of IMEC-MICT-UGENT, with support from VLAIO. The research focuses on responsible AI applications in video, 3D, and animation, while also placing data privacy, transparency, and local model training at its core.
“AI is not a black box to us, but a tool you need to learn to control,” says Nick Claeskens, Lab Manager at the Immersive Lab. “We want to give creators control and provide the right infrastructure. Through applied research, workshops, creative formats, and our own GPU cluster (the Creative AI Sandbox), companies can experiment in a safe, controlled environment — from virtual actors and AI-driven video production to more efficient 3D rendering.”
With and For the Sector
Thirty creative companies are involved in the project, including both service providers (animation studios, video and media companies) and companies that traditionally outsource large-scale audiovisual productions. Project partner VRT, for example, is exploring internal use cases:
“Through this project, VRT wants to explore how we can use generative AI for in-house productions to elevate them through a lean production flow. We’re thinking about our virtual productions, social media content, and regular TV formats,” says Gregg Young, Head of Video Snackbar at VRT.
Telenet Group is focusing on more efficient in-house production as well:
“We’ll gain access to a valuable network of new partners who can inspire us with innovative AI applications. This inspiration can help us respond more quickly and efficiently to today’s 360° communication needs,” says Kirsten Florentie, Chief People & Corporate Communications Officer at Telenet Group.
Education and Future-Readiness
The project kicks off in October 2025 and will run for two years. In addition to businesses, students from AP University of Applied Sciences and UGent will also be actively involved. This way, not only is the sector supported, but the next generation of creatives is prepared for a future where AI is a fixed part of the creative process.
Supporting Companies
Studio 100, Telenet Group, VRT, TVH, Studio Plankton, Big Shots, Sabouge, Typografics, Option Media, deBottomline, The Pack Studio, KAN Design, Majortale, Manamana, Creature Studio, Blue Moon, Stormbrein, Marco Agency, Cawai, Ongezien, StudioPOC, Hooked Visuals, Rekker, 8AM Creative Studio, LAB63, Haptic, MOS, Medianet Vlaanderen, Antwerp Powered By Creatives, Cultuurconnect, XR Valley, Flanders Audiovisual Fund, AKQA, Uncanny, Datameister, Umaniq, Stijn de Schepper and Paul Brees, Visual Creators.
Want further information?
Contact AP University of Applied Sciences: Karen Pauwels or Nick Claeskens