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NEWSCASTSTUDIO.COM
New roles, new responsibilities
As AI becomes further embedded in pro-
duction workflows, employees will likely
manage tasks related to data curation, sys-
tem monitoring and ethics compliance.
This shift invites the creation of new job
titles such as AI content analysts or data
asset managers, positions that blend tradi-
tional broadcast knowledge with modern
data skills.
According to Thomas, these new roles
require “adapting legacy systems to inte-
grate with AI tools” and training staff to
capitalize on rapidly evolving capabilities.
Some organizations are also hiring ded-
icated AI specialists — people with back-
grounds in computer science and machine
learning — to work alongside content cre-
ators and production teams. This collabo-
rative approach can ensure that AI imple-
mentations remain grounded in real-world
broadcast needs rather than becoming
purely theoretical exercises.
Overcoming resistance and concerns
Even with clear benefits, resistance to AI
can run high among employees who worry
about job security or distrust algorithmic
decision-making.
“Seeing it as more of an enabler, or
‘time generator’—speeding up the less in-
teresting or repetitive parts of the creative
process—can help teams focus on compel-
ling storytelling,” said Steve Taylor, chief
product and technology officer at Vizrt,
acknowledging the challenges.
Industry leaders argue that when staff
realize AI can eliminate tedious tasks like
repeatedly logging or searching video
footage, they’re more inclined to embrace
it. A key talking point is that AI-powered
workflows allow human teams to dedicate
more attention to the high-level storytell-
ing and editorial judgments that artificial
intelligence cannot replicate — at least not
yet.
While the AI transformation in broad-
casting is already underway, the speed and
extent of adoption will vary across organi-
zations.
One certainty is that jobs will continue to
evolve as technology does. Experts agree
that embracing AI does not mean losing
the human element; instead, it means el-
evating it by creating space for creativity,
deeper insights, and more thoughtful con-
tent.
“We’re entering a time where mundane,
repetitive tasks can be quickly automat-
ed,” said Parkinson. “The real question for
broadcasters is how to harness the tech-
nology to empower teams, keep audiences
engaged, and fuel sustainable growth.”
In the coming years, broadcast em-
ployees will need to understand AI well
enough to guide and control it — whether
that’s in studio automation, post-produc-
tion analytics or personalized content rec-
ommendations. As AI becomes integrated
into day-to-day operations, the most suc-
cessful teams are likely to be those that
combine technological fluency with the
timeless craft of storytelling.
Continued from previous page
Artificial intelligence is reshaping the me-
dia and entertainment industry, with NAB
Show 2025 placing AI at the center of dis-
cussions on content creation, distribution
and audience engagement.
PropelME, NAB Show’s startup-focused
hub, is highlighting AI-driven solutions
in partnership with FBRC.ai, a company
known for connecting emerging AI innova-
tors with industry leaders.
The collaboration brings a dedicated
show floor destination featuring AI-pow-
ered tools and discussions. The new Start-
up Stage will host conversations on AI’s role
in hybrid production workflows, as well as
its impact on personalized audience expe-
riences. Additionally, the Startup Showcase
will provide rapid presentations from com-
panies demonstrating AI solutions, with au-
dience members selecting a standout start-
up for an in-depth Fireside Chat.
NAB Show 2025 also includes hands-on
AI workshops, such as “Getting Started with
Generative AI,” designed to give creators
practical experience with AI tools used for
content generation. Companies exhibiting
in PropelME include Advanced Image Ro-
botics, Anantadi, AudioShake and others.
Beyond the startup space, AI will be a key
focus across NAB Show programming.
The AI Innovation Pavilion will show-
case advancements in AI-powered media
technology, while Post|Production World
expands its AI track to cover AI-driven vid-
eo editing, motion graphics and animation.
Sessions such as “Safeguarding IP in the Era
of AI” and “DeepSeek and the New Reality”
will address AI’s implications for intellectual
property and media ethics.
Industry leaders are closely monitor-
ing AI’s economic impact. According to
McKinsey & Company, generative AI could
contribute between $380 billion and $690
billion to the global economy, while Straits
Research projects the AI media and enter-
tainment market will exceed $104.4 billion
by 2030.
“NAB Show brings together emerging
technologies and visionary creators to ex-
plore AI’s ability to enhance storytelling,”
said Karen Chupka, executive vice presi-
dent and managing director, NAB Global
Connections and Events.
Registration for NAB Show 2025 is now
open. Media professionals can sign up for
updates on AI-focused programming and
exhibitors.
NAB SHOW PREVIEW
NAB Show planing AI speakers, sessions
NAB Show 2025 returns to the Las
Vegas April 5 to 9, 2025, with exhibits
running April 6 to 9, 2025.
NAB Show has evolved to embrace
artificial intelligence, the creator
economy, sports and streaming.
Sports Summit: A two-day event
that will explore trends, tech and
opportunities that are transforming the
fan experience, remodeling the business
with new licensing opportunities and
redefining the media rights landscape.
Expanded Creator Lab: A dedicated
marketplace for all brands, creators
and influencers to learn and conduct
business on the show floor in this
evolving media universe.
Artificial Intelligence: From
enhancing storytelling to personalizing
viewer experiences and increasingre
venue opportunities, AI technologies will
permeate the show floor and dedicated
tracks for all leaders.
To register: https://nca.st/nabvegas
REGISTER FOR NAB 2025