Why did I feel it was interesting to interview Sami? In the rapidly evolving intersection of artificial intelligence and the creative industries, Sami Arpa stands out as a visionary. With a background in computer science and computational aesthetics, he has dedicated his career to bridging the gap between technology and storytelling. As the co-founder and CEO of Largo.ai, a pioneering AI-driven platform for the film industry, Sami is redefining how data and machine learning can enhance creative decision-making. His journey—from developing 3D filmmaking ventures to earning a PhD in Switzerland—is a testament to his relentless pursuit of innovation in both technology and cinema.
This interview delves into his unique insights on AI-powered storytelling, the future of the audiovisual industry, and the entrepreneurial challenges of integrating AI into creative fields. He addresses common misconceptions about AI in filmmaking, the ethical dilemmas it raises, and how he envisions the role of AI in shaping the entertainment landscape. Whether you’re a filmmaker, technologist, or entrepreneur, Sami’s perspective offers valuable takeaways on navigating a future where art and algorithms increasingly intertwine.
Here’s our exchange:
Where are you originally from, and what was your childhood like there?
I’m originally from Turkey. Since childhood, I’ve had a deep interest in science, art, and entrepreneurship. I excelled in math and science but was also passionate about painting, writing, and developing small business ideas that combined these interests. For instance, at the age of nine, I organized a team to publish a magazine, handling challenges like editorial work, printing, and selling it at school. This experience taught me the importance of teamwork in achieving success.
What motivated you to study what you studied?
I’ve always sought intersections between science and art in my studies. Science was my foundation, but I consistently found ways to incorporate art. During my bachelor’s degree in computer science, I took numerous courses in film, graphic design, art, and history. In my master’s and PhD studies, I continued in computer science, focusing entirely on computational aesthetics and filmmaking.
At what age did you start working, and what did your first job involve?
Apart from my entrepreneurial ventures, most of my professional work has been within universities or research institutes, aside from a few short-term internships. It’s difficult to pinpoint my first job, as I’ve always engaged in entrepreneurial endeavors, big or small. Since primary school, I’ve been creating projects, building teams around them, and bringing them to life.
Could you share a summary of your professional journey until today?
I completed my bachelor’s and master’s degrees in computer science at Bilkent University in Ankara. During that time, I had several entrepreneurial attempts, including one in 3D filmmaking. After that startup didn’t succeed, I moved to Switzerland for a PhD in Computational Aesthetics. During this period, I directed my first short films. After completing my PhD, I co-founded Sofy.tv and later pivoted to Largo.ai with my PhD advisor and co-founder, Prof. Sabine Süsstrunk.
What inspired you to transition from computer engineering to filmmaking, and how do these two fields complement each other in your work?
I never transitioned; I pursued both simultaneously. Cinema emerged with technology, and computer science plays a significant role in supporting filmmaking. My advantage lies in being involved in filmmaking from both the technical and creative perspectives.
How did it shape your approach to both technology and storytelling?
Having strong technical knowledge while working in the creative realm of filmmaking provides a great advantage. It allows for a unique perspective that bridges the gap between technology and storytelling.
What challenges did you face while directing your first short film?
Budget and equipment were significant challenges. I invested almost all my savings into my first short film. I even bought my first car to facilitate location scouting around Switzerland and to transport equipment. Additionally, assembling a team with limited resources was quite challenging.
What motivated you to pursue a Ph.D. in Switzerland?
I wanted to make further research in computational aesthetics and human perception. EPFL is one of the top universities, and working with my PhD advisor, Prof. Sabine Süsstrunk, and co-advisor, Prof. Roger Hersch, provided excellent opportunities to continue my research. And, of course, Switzerland is a wonderful place to live—so many factors aligned perfectly.
How did the idea for Largo originate, and what were the biggest obstacles you encountered while bringing it to life?
The idea for Largo came while working on my own films. Bringing a new idea to life is always challenging. Creating something for the film industry isn’t a conventional type of entrepreneurship in Switzerland. While we received great support from the innovation ecosystem, convincing others about the idea wasn’t easy. The best way to prove its value was through tangible success. From day one, we focused on commercial traction and product development simultaneously.
What are some of the most surprising insights AI has provided in the storytelling process?
One notable insight is that while many believe having an A-list actor guarantees a film’s success, our data suggests that for low-budget movies, featuring a celebrity actor can slightly decrease the chances of success.
What do you see as the biggest ethical considerations when using AI in filmmaking?
There are two main ethical concerns: copyright and bias. We believe that whoever uses the AI model to create new content should own the copyright, not the technology owner, as AI is merely a tool directed by humans to achieve specific results. Regarding bias, AI models learn from the data they are trained on. However, AI can also be used to reduce existing societal biases. For example, our tools do not use ethnicity information when analyzing actors, ensuring that casting decisions are made without existing societal bias unless specifically required for the character.
How has the company managed to gain recognition in such a competitive industry, and what strategies have been most effective in securing international growth?
Our main motto is “make people curious, not just informed.” This approach has been key to our recognition. Instead of relying on traditional marketing, we showcased intriguing AI capabilities at major industry events such as the Cannes Film Festival, Berlinale, and the American Film Market. Additionally, we started discussing AI when few in the industry were, making us one of the pioneers.
What was the experience like winning awards such as the Best Start-up Award at the San Sebastian Film Festival and the Top 100 Swiss Start-up Awards?
These awards have significantly contributed to our recognition. In the early stages of a startup, competition is fierce, and resources are limited. Such achievements helped elevate our profile and provided an initial boost.
What differentiates Largo’s approach to AI-powered storytelling from other similar technologies in the market?
As a spin-off of EPFL, we have a strong R&D culture that enables us to develop new approaches in-house rapidly. We hold two patents and, from the start, designed our models and approaches in a multimodal way, analyzing both text and video across the entire content lifecycle. This sets us apart from many competitors.
How do you envision the future of AI in the audiovisual industry?
The audiovisual industry is undergoing rapid transformation. AI is no longer just a tool for analyzing content—it is increasingly being used to produce it. As AI-driven tools reduce production costs, we can expect a surge in content creation. This will reshape distribution channels and business models, narrowing content windows and shortening a film’s impact compared to the past.
What are some of the most common misconceptions filmmakers have about AI-driven storytelling tools?
The biggest misconception revolves around creativity. Many believe AI will stifle creativity, but in reality, it will significantly enhance it. As content creation becomes more accessible, competition to craft truly original works will intensify. Those who previously faced financial barriers will have new opportunities to enter the industry, bringing fresh perspectives and diverse stories to the forefront.
What advice would you give to aspiring entrepreneurs who want to build AI-driven companies in the creative industries?
Entrepreneurship isn’t just about building a great product—it’s about creating a viable business. Today, AI frameworks are widely accessible, making tech development faster than ever. However, many teams focus solely on building tools without dedicating enough time to business models, go-to-market strategies, and positioning. While the creative industries are actively seeking innovative workflows, developing a technology doesn’t guarantee success. Business development should be approached with the same level of rigor as technology development.
Do you believe people create their own purpose, or is it something they discover?
I believe success is more likely when people create their purpose rather than wait to discover it. Having a purpose provides the motivation to move forward, and along that journey, new experiences and insights can reshape one’s goals. While purpose may evolve over time, having an initial sense of direction is crucial—it’s the first push that gets you started.
What role does uncertainty play in how you approach life and make decisions?
Uncertainty inevitably brings stress and anxiety, especially in entrepreneurship. One of the key lessons I’ve learned is to always have a Plan A, B, and C. This approach helps me navigate uncertainty by providing a sense of control and preparation for different scenarios. I believe this mindset not only contributes to building successful companies but also fosters resilience in life.
Humanity is facing radical changes. To name just ten: geopolitical instability, climate change, economic inequality, technological risks, public health challenges, political polarization, resource scarcity, humanitarian crises, misinformation, and disparities in global healthcare access. If, in an imaginative exercise, you had the power to solve one of these problems, which one would you choose and why?
I would prioritize climate change. While many of the other issues can be reversed in a relatively short time, climate change has the potential to become irreversible. If we fail to address it, it will exacerbate many existing problems—or even create new ones we have yet to experience.
What do you think humans owe each other, if anything at all?
I believe the first thing humans owe themselves is empathy—because once they have that, they owe others much less. Empathy creates a ripple effect; when people feel seen and understood, relationships improve, interactions become smoother, and society as a whole functions better.