At an IBC2025 roundtable, media and entertainment leaders shared the key challenges they face in the implementation of AI, as they sought to better understand and tap into the technology’s potential across a range of applications.
Marcin Remarczyk, Head of Media Consulting EMEA at Cognizant, opened the session: “Despite all the efforts to experiment with AI in media and entertainment, there is still a feeling in the industry that there is a lot of room for improvement. Production and industrialisation are substantial challenges. Companies and organisations are very good at rolling out PoCs, but what comes thereafter?”
Interrogating why there are still progression challenges, Justin Grayston, Head of Customer Engineering, Telco, Media and Entertainment UK and Ireland at Google, said: “If I look at all my customers from all verticals, there is a theme. In 2024, the board asked its C-suite: ‘What are you doing about AI?’ Then the C suite, absolutely panicking, asked the next level down: ‘Show me that you're doing something with AI.’
You are not signed in
Only registered users can read the rest of this article.
NAB 2026 technology round-up: “The biggest shifts in media are no longer theoretical”
The 2026 NAB Show has wrapped after welcoming more than 58,000 registered attendees and a host of new tools and technologies intent on shaping the future of media.
NAB 2026 review: “Live immersive production is here, and it’s extraordinary”
If there is a single takeaway from NAB 2026 it’s that the broadcast media industry is rebalancing. The centre of gravity is shifting, the customer base is diversifying, and the definition of “media” is expanding across sectors.
Volumetric humans: The next frontier of immersive broadcast storytelling
Volumetric humans are moving from experimental captures to live, broadcast-ready assets, reshaping the creative opportunities and practical challenges of immersive storytelling and established production workflows across virtual and hybrid environments.
Spatial computing: “Instead of showing people a story, you’re letting them inhabit it”
Leveraging generative AI, computer vision, and data from real environments, spatial computing has opened the door for cutting-edge systems that blend the physical and digital worlds into a new frontier of human-technology interaction.
NAB preview: Automation, reinvention and politics to steal the show
NAB 2026 looks set to bring a raft of creativity and technological innovation, yet serious political and environmental questions remain.
