The biggest problem with creative technology today is no longer how to make something. That’s practically solved. The real problem is deciding what is worth creating in the first place. Speakers at the Future Trends in Creative Tech conference, organised by CzechInvest and its Creative Hub project Technology Incubation as part of the finals of the Creative Business Czechia 2026 competition, suggested this.
Zdeněk Bašta from Dassault Systèmes, which together with SolidVision were platinum partners of the competition, opened a topic that most of the audience does not normally see, although it affects everything else.“ Development is moving from designing individual objects to modelling entire systems. Companiesare moving from designing thingsto designing behaviour,” Bašta pointed out. Dassault Systèmes is one of the companies developing digital twin technology, virtual models of products and systems that can be used to simulate their behaviour before they are built in the real world. It’s not just about what the thing looks like, but how it will behave in operation. In this context , Bašta mentioned the Boeing 777 aircraft, which was designed without traditional physical mock-ups, using only digital modelling in CATIA.
But even the best tools won’t change anything if no one can get to them. Jakub Jonáš ofSolid Vision reminded us of the simple reality of the startup world: “A startupalways contains two big criteria: courage and capital.” And capital is what is often lacking. That’s why programs are being created today that put software, hardware and know-how in the hands of students and startup teams. It’s not just about the technology itself, but about who has the chance to use it, because without access and the ability to use the technology, it means nothing.
Perhaps the most accurate corrective to technological enthusiasm came from Gaby Sitt of YORD Studio .” Technology is a tool. The experience is the medium. Emotion is the goal,” said Sitt, who believes most immersive XR projects fail for one simple reason: they start with technology, not people. People don’t form a relationship with pixels, she said, but with what they evoke. It is important to remember that the effect captivates in the short term, but only the experience remains.
Brainz Studios has shown how artificial intelligence is changing the way we work with sound. A synthetic voice can now speak naturally, in different languages and with emotion. What used to require an actor and a studio can now be created easily, at lower cost, and used repeatedly across markets. But it’s not just about the capabilities of today’s technology. It’s a change in how people consume content. “We are already making the most of the time we spend looking at our mobile phones. The screen demands our full attention. The voice doesn’t. We can listen to it while driving, running, cooking or working. Where the visual content ends, the audio is just beginning. That’s why we create brands’ unique brand voice in addition to their visual identity. How a brand sounds, speaks and communicates across channels,” explained Jakub Smoljak and Štěpán Kleník ( CEO of Brainz Studios) added: “We are going even further in our work with voice and audio, combining technological innovation with cultural expertise in the Context Guide audio guide. It is a next-generation audio guide that enables galleries, museums and other institutions to create multi-voice, contextual and scalable experiences.” Voice is thus subtly moving from being an adjunct to advertising to a standalone communication channel. And that is why it is back in the spotlight today.
The gaming industry today is not just an entertainment industry. It’s a testing ground. Jarek Kolář from Ingame Studios, who has worked on titles like Mafia 2 and DayZ, showed games as a place where technology, story and business models meet in practice. “What is elsewhere referred to as immersive experience is a common thing in games,” said Jarek Kolář. That’s why there are often changes that later spill over into other creative fields.
A very practical look at artificial intelligence was brought to you by Flying Rat Studio. “AI is not the goal. It’s another tool in the toolbox,” Martin Pernica pointed out . In his view, the fundamental change is not in the production itself, but in what precedes it. “AI often doesn’t speed up the finished development. It will mainly speed up the phase before it, especially the search for options and the decision of what makes sense to build,” Pernica believes . When it’s cheaper to experiment, more options arise. But with that comes the growing importance of human judgement. Because at the end of the chain, the relentless reality of the market awaits. Vladimir Gershl of Cyber Sail Consulting, which connects developers, publishers and investors across the global video game industry, describes the situation that is typical of the games industry today: “There are too many projects , too little attention. The solution is not to create more, but to choose better. Here, AI acts as a filter to help find relevant projects in the growing noise.”
Creativity is no longer a single moment when someone invents and produces something. It’s a system of layers. On one side are deep technological infrastructures that model reality. On the other side are markets overwhelmed with projects where it is not enough to create, but more important to be found. In between are tools, teams, media, experiences, decisions and human judgement. The opportunity to create is more accessible today than ever before. But that is why the ability to create alone is no longer enough. The future of creative technology will not belong to those who use the latest tool. It will belong to those who understand where value is actually created in the process.
Company Brainz Studios combines strategy, design and technology to deliver innovative solutions with real impact. It is dedicated to the intensive implementation of the use of generative AI in audiovisual production.
Presentation topic:
The presentation by CEO Štěpán Klenik and creative strategist Jakub Smoljak focused on how to work with sound and voice to create unique audio identities, dubbing and cloning voices with the help of AI. She also presented the ability to create autonomous AI avatars of historical or other personalities.
YORD is a creative-technology studio that designs and creates the next generation of digital products, interactive installations and XR experiences using virtual and augmented reality or artificial intelligence. It creates projects across marketing, education, culture, retail and development and has completed more than 200 projects worldwide.
Topic:
People don’t form a relationship with pixels, they form a relationship with what they evoke. AI, XR and other new technologies open up new possibilities, but the key is how to use them in a meaningful way. Using concrete examples, this talk showed how new technologies can be used to turn the viewer into an active co-creator, and how to move beyond the “wow” to something that really sticks with people.
Jarek Kolář is a game producer and designer. With over 30 years of experience working on various games (such as Vietcong, Mafia 2, DayZ, Vigor), Jarek leads INGAME STUDIOS, the team behind Crime Boss: Rockay City. Jarek is also a councillor of the Association of Czech Game Developers, a member of the Brno Game Cluster and a member of the Board of Directors of the State Audiovision Fund.
Presentation topic:
The lecture focused on the current state of the Czech gaming industry, what are the trends and what is most influencing the technological development now.
Cyber Sail Consulting is an international gaming consultancy based in Prague that connects developers, publishers and investors across the global video game industry. The core team is made up of veterans, each with over 25 years of industry experience. The firm assists studios and publishers with project scouting, release strategy, and deal making. It is also behind the Sail.Game platform – a globally unique “Tinder for Games” that effectively connects game projects with suitable publishers and investors using data and matchmaking.
Topic: How data and AI are connecting game studios with investors
Vladimír Geršl has worked in the games industry for 25 years as a producer, creative director and consultant. In his talk, he introduced the Sail.Game platform, a globally unique “Tinder for games” that uses data and AI to connect game studios with investors and publishers. He focused on how data-driven matchmaking can fundamentally streamline the creation of business partnerships and help the games business respond to the current funding crisis and content glut.
Martin Pernica is a founder and developer who likes to push boundaries and find new ways to get modern technology, including AI, into the hands of teams, not the other way around. He’s been in the game development and tech world for many years now, and what he enjoys most are the moments when the right approach, the right tools and strong people can turn ideas into real games. He is also one of the people around Bonfire, a community that connects the game dev scene and creates a space for sharing experiences and new perspectives.
Flying Rat Studio is a Prague-based development studio that helps teams get great games into production – from gameplay to performance and rendering to ports to PlayStation, Xbox, Switch and handhelds. The studio profiles itself as a partner for tough technical calls, building on strong engineering, QA and release management alongside developing its own practical use of AI across development.
About the lecture:
AI is becoming another tool in the game studios’ development toolbox. The real potential lies in lowering barriers, encouraging experimentation and creating more room for creativity, collaboration and decision-making within teams. This talk offered insight into how to approach AI in studios in a way that doesn’t lose the creativity, craftsmanship and human dimension that makes games meaningful.
The Creative Business Cup 2026 competition relies on the support of a number of major players, categorised according to their level of involvement and support.
Platinum partner: Dassault Systèmes, SolidVision
Gold Partner: Awesome County, Ambit
Silver Partner: BrandCloud
Bronze Partner: CzechStartups, ERA, Inc, Gočár’s Gallery, Netwo, Pardubice business incubator P-PINK, Startup Kitchen, SFÉRA Education Centre and VUCH.
Similar news
The winner of the tenth year was the startup NABERIUS TECH, which develops extremely realistic virtual environments for training artificial intelligence, robots and simulations in real conditions.
The TOP 10 consists of Creative Tech startups from various industries that have demonstrated innovation, creativity and significant business potential.
The deadline for applications has been extended to 8 March.
Enter the tenth year of the competition, organized by the Technology Incubation project and the CzechInvest agency.
