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NEWSCASTSTUDIO.COM
As the broadcast industry prepares to
gather at NAB Show, artificial intelligence
continues to be on the minds of many ven-
dors and end users, albeit for slightly differ-
ent reasons.
According to Haivision’s sixth annual
“Broadcast Transformation Report,” which
surveyed nearly 900 broadcast and media
professionals between November and De-
cember 2024, AI implementation in media
workflows jumped from just 9% in 2024 to
25% in 2025. Even more telling, 64% of re-
spondents believe AI will have the most sig-
nificant industry impact over the next five
years, far outpacing other technological
innovations.
This dramatic increase reflects a funda-
mental change in how the industry views
AI — no longer as a concept but as an es-
sential component of modern supply chain.
While the report indicates that broadcast-
ers remain cautious with full-scale tech-
nology transformations, preferring hybrid
approaches that balance innovation with
reliability, AI has moved beyond the exper-
imental phase to deliver tangible applica-
tions throughout the media ecosystem.
As industry leaders head to this year’s
NAB Show, they’re focusing on practical
AI implementations that solve real-world
challenges while improving efficiency and
enhancing viewer experiences.
From buzzword to business tool
What was once a futuristic concept has
quickly become a primary tool for automa-
tion and efficiency, with the industry now
seeking measurable returns on AI invest-
ments.
“AI has long been a buzzword and while
it continues to be one now, I expect we’ll
see a shift toward more concrete and com-
plete AI applications,” said Julien Signes,
executive vice president of video network
at Synamedia. “I anticipate video service
providers will look for more tangible ben-
efits and new ways to leverage AI to better
improve efficiencies across the video dis-
tribution and delivery ecosystem.”
The conversation has evolved from the-
oretical possibilities to practical imple-
mentations that deliver clear value.
“The industry is past the initial AI hype
and is now looking at real-world applica-
tions,” said Simon Hawkings, director of
sales strategy and business acceleration at
Ross Video. “Most broadcasters are find-
ing success using it for backend efficien-
cies — things like media asset management,
post-production automation, meta-tagging
data, and ad targeting. AI is also playing a
role in audience analytics, helping compa-
nies better understand viewing behaviors
and optimize content distribution.”
This focus on practical applications is
reshaping development priorities across
the industry.
“Since the launch of ChatGPT, the M&E
industry has been talking loudly about the
potential of AI, but few are deploying tech-
nologies that put ‘their money where their
mouth is,’ shall we say, and no, it is not one
GPT fits all,” said Gilles Domartini, founder
and CEO of Cleeng.
“At NAB, we expect more discussions
around practical AI use cases that can be
implemented now, such as AI for insight
generation,” added Domartini.
Streamlining workflows and
automating production
AI is proving particularly valuable in
workflow optimization, delivering time and
cost savings while freeing creative profes-
sionals to focus on higher-value tasks.
“It’s no surprise that AI is expected to
dominate conversations at NAB again this
year, moving beyond a futuristic concept to
an essential tool for media organizations,”
said Scott Goldman, U.S. general manager
at Qibb. “Last year’s hot topic has become
this year’s priority, as delaying AI adoption
is no longer an option in an increasingly
competitive landscape.”
The technology enhances both front-end
and back-end operations, with automation
bringing efficiency to previously manual
tasks.
“In the area of robotic camera control,
AI is helping us develop products that can
track onscreen talent more accurately
while also enabling our camera trolley sys-
tems and OmniGlide studio camera rover to
start and stop more precisely,” said Michael
Cuomo, vice president at Telemetrics. “This
is important as AI-assisted automated cam-
era operation frees up camera operators to
focus on other tasks.”
“In the media and entertainment realm,
we’re seeing a continually increasing de-
mand for automated camera control and
framing in broadcast and production en-
vironments, and AI offers solutions for
enabling those capabilities,” said Kento
Continued on next page
Show vendors to spotlight efficent,
valuable AI tools for broadcasters
ARTIFICIAL INTELLIGENCE
NAB PREVIEW