Humans Still Needed: The Future of Entertainment in an AI World

In this visionary session presented by Elevate, tech ethicist and futurist Sinead Bovell, founder of WAYE, joins Amber Mac, President of Amber Mac Media, Inc., for a compelling conversation about the intersection of AI, creativity, and cultural leadership. From the ways AI is already reshaping music, film, and digital identity to the critical questions it raises around authorship, equity, and innovation—this keynote goes far beyond the headlines. Together, Sinead and Amber will explore the risks and possibilities AI presents for creators and institutions, and what Canada must do to ensure the future of culture remains human-led and artist-empowering. Insightful, urgent, and hopeful—this is the conversation every creative and policymaker needs to hear. With a unique ability to decode the future for next-gen thinkers, Sinead will examine the challenges and opportunities AI poses for artists, audiences, and cultural institutions—and what we must do to protect creativity, equity, and innovation in the face of rapid disruption. This isn’t just a talk about tech; it’s a bold vision for a future where creators don’t just survive—they thrive.