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Sayama, deputy vice president of imaging
solutions at Sony Electronics. “New appli-
cations of AI and AI-powered automation
technologies are streamlining live produc-
tion workflows, with AI applications includ-
ing video capture, content and workflow
management, even background content
creation for virtual production.”
These advantages extend across the
content lifecycle, from production to distri-
bution.
“We’re closely watching how AI is re-
shaping every stage of content production
and delivery,” said Chris Wilson, head of
marketing at Mediakind. “From AI-pow-
ered video compression to automated
content tagging and hyper-personalized
recommendations, this shift is happening
rapidly.”
“As network demands increase due to
higher content consumption, streaming
services, 5G expansion and cloud-based
operations will likely start incorporating AI
to maintain efficiency, reliability and scal-
ability,” said Adi Rozenberg, RIST director
and CEO/CTO co-founder at Alvalinks.
The technology offers predictive capabil-
ities that improve reliability.
“One area where we are adding AI here
at Alvalinks is for proactive observability
to gain better visibility on the delivery net-
work,” Rozenberg said. “Combining existing
solutions with AI is providing faster access
to knowledge and insights on the nature of
the problem and how to overcome it.”
Transforming content discovery
and management
Media asset management is a beneficiary
of AI implementation, with new capabilities
in how organizations interact with their
content libraries.
“We believe AI-driven video discovery
will be at the forefront of the conversations
on media production efficiency and work-
flow at the 2025 NAB Show,” said Frederic
Petipont, CTO and co-founder of Moments
Lab. “Many of Moments Lab’s clients often
share their frustration and struggles with
complex DAM and MAM systems, which
limit their ability to quickly locate and use
content. By using AI video indexing, me-
dia professionals can leverage natural lan-
guage queries to search vast video libraries
seamlessly.”
This capability unlocks previously un-
tapped value in media archives.
“While the media and entertainment in-
dustry has established methods for produc-
tion and post production, AI-powered fea-
tures and tools that can enhance employee
productivity and unlock new opportunities
are hard to ignore,” said Ian McPherson,
global M&E business development – media
supply chain and generative AI at Amazon
Web Services.
“For example, vector embedding and im-
age composition understanding can drasti-
cally improve asset searchability. With the
right tools, editors and producers could
query vast archives through semantic
search and receive precise results,” added
McPherson.
Engagement and retention
AI is also helping media companies build
stronger relationships with their audiences
through personalization, improved user ex-
periences and enhanced accessibility.
“Not so long ago, it was difficult for small-
er streaming services to combat churn and
ensure stable service quality as successful-
ly as the big players with their vast in-house
teams of data scientists and engineers,”
said Mrugesh Desai, vice president North
America at Accedo. “The democratization
of AI has in a sense levelled out the play-
ing field. With the help of new tools and the
right analytics strategy, any streaming ser-
vice can now easily leverage data to boost
user engagement and retention and stabi-
lize service quality.”
These capabilities allow media compa-
nies to take a more proactive approach to
audience development and monetization.
“AI-driven insights are enabling OTT ser-
vices to identify users at high risk of churn
so that action can be taken - such as offer-
ing free access to premium content or a dis-
counted subscription fee to encourage the
user to stay,” Desai added.
The technology is also making content
more accessible to diverse global audienc-
es.
“AI and ML are revolutionizing personal-
ization and accessibility, improving local-
ization, multilingual support, automated
transcription, and audio description,” said
Anupama Anantharaman, vice president
of product management at Interra Sys-
tems. “The technology is rapidly advancing
and enabling media companies to deliver
higher-quality content across multiple plat-
forms – crucial for engaging and retaining
audiences in a highly competitive land-
scape.”
These capabilities are directly impact-
ing business outcomes through improved
monetization.
“AI is playing a major role in this transfor-
mation, helping businesses automate per-
sonalization, predict churn, and optimize
customer engagement through hyper-per-
sonalized marketing strategies,” said Paolo
Cuttorelli, senior vice president of glob-
al sales at Evergent. “We’re also seeing a
strong push around automation to simplify
back-end processes like payments, cus-
tomer support, and multi-partner billing
amid rapid aggregation and service bun-
dling.”
Balancing innovation
with practicality
As AI adoption accelerates, industry
leaders emphasize implementation ap-
proaches that maximize return on invest-
ment.
“One of the big trends we are seeing in
AI is frugal AI – the development of AI sys-
tems that prioritize efficiency, cost-effec-
tiveness, and resource optimization,” said
Petipont. “Traditional video indexing using
facial recognition and logo detection has
historically been prohibitively expensive,
especially at scale, often requiring multiple
costly processes for a single task. Frugal AI
changes this completely by reducing infer-
ence costs, cutting energy consumption,
and enhancing sustainability.”
Integrating AI with other technologies
creates comprehensive solutions for media
companies.
“We are well beyond the point of generi-
cally saying ‘you should be using AI in your
workflow’ and have moved to a stage where
AI can be transformative in a video plat-
form, but its functionality and efficacy must
also be easily measured and recognized by
rights holders, providers, and leagues,” said
Matt Smith, chief evangelist at Akta.
As the industry gathers in Las Vegas this
April, the focus will be on AI solutions that
deliver measurable benefits today while
positioning media companies for future in-
novations.
“We think 2025 will be the year that, in-
stead of isolated use cases, AI becomes
fully integrated into end-to-end media
workflows,” said Venugopal Iyengar, COO,
digital at Planetcast. “AI will automate tasks
ranging from metadata extraction and con-
tent segmentation to highlight creation and
contextual advertising – unlocking new ef-
ficiencies and monetization opportunities.”
Industry leaders also acknowledge that
responsible implementation remains cru-
cial as AI becomes more deeply embedded
in media operations.
“As AI becomes more deeply embedded
in media workflows, the challenge is not
just harnessing its power but doing so in
a way that builds trust, transparency, and
tangible efficiency gains,” said Wilson.
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