Following a roundtable on AI at IBC2025, Marcin Remarczyk, Head of Media Consulting EMEA at Cognizant, shared the talking points that were top of mind for the media and entertainment leaders in attendance.
The roundtable, co-hosted by Cognizant and Google Cloud, centred around the recent development of AI from proofs of concept (POCs) to proof of value (POV) demonstrations, as deployments grow more focused on core business functions.
According to Remarczyk, interest in agentic AI has increased as broadcasters seek to improve the monetisation of existing assets. In this arena, two key solutions were discussed. The first was the technology’s ability to increase the speed of workflows, while the second explored the potential for repurposing old content. However, in the latter, key executives warned that this practice risks jeopardising the balance of quality vs quantity, which is key to striking a profitable advertising arrangement. Overall, he expects that research into audience desires and user journeys will be important to create excitement for AI use cases in the media industry.
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