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.
Securing the media supply chain: Protecting trust from lens to cloud
Today’s rapidly evolving media production technologies have enabled a new wave of creative workflows. With them comes a tsunami of corresponding infrastructure vulnerabilities.
From broadcast to braincast: A new frontier for AI-powered advertising
From neural interfaces to adaptive AR, brands may soon be capable of delivering messages that respond to real-time brain activity – creating powerful opportunities for engagement, but also raising critical questions about ethics, privacy, and trust. David Howell reports.
Can genAI unlock ad revenue for cash-strapped broadcasters?
The first AI-created adverts are coming to TV as broadcasters look to compete with social media. ITV and Channel 4 explain why they are now scaling up.
5G in broadcast: Standalone capacity to expand broadcasters' horizons
After a few years of stagnation, there are indications that 5G could soon begin to realise its considerable potential for live broadcast, writes David Davies.
Content Everywhere companies drill down on agentic AI
This year’s IBC saw plenty of discussion about the practical applications of generative and agentic AI. This was particularly evident on the AWS stand in Hall 5, where a third of the demos by partner companies were described as agentic AI-driven. This month’s issue provides Content Everywhere companies with the opportunity to explain where and how they are using agentic AI, and how they see it evolving in future.
