#IBC2025
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MICROSOFT TO ADDRESS WHAT’S NEXT FOR AI AND MEDIA WORKFLOWS
For its involvement with this year’s Showcase Theatre, Microsoft will place the spotlight fi rmly on several of the most cutting-edge aspects of artifi cial intelligence and the ways in which they are helping ‘frontier fi rms’ – organisations that are embracing innovation – to transform their media workfl ows and develop new options for monetisation. Simon Crownshaw, Worldwide Strategy
Director – Media & Entertainment at Microsoft, comments: “Microsoft is proud to be part of the Showcase Theatre at IBC2025. This year, we’re spotlighting how agentic AI and generative AI are transforming media workfl ows, empowering creators and unlocking new monetisation opportunities. The Showcase Theatre provides a high-impact platform for IBC attendees to hear about how frontier fi rms are using AI to innovate and transform the next generation of media.” The company’s session, entitled ‘The Frontier
of Creativity: Making the leap with AI to what’s next’, takes place today at 10:30. It will feature leaders from Microsoft, including Kathleen Mitford, Corporate Vice President of Global Industry Marketing; Silvia Candiani, Vice President of Telco, Media, and Gaming; and Robin Cole, Vice President of Telco, Media, and Gaming Solutions Engineering. “Together, they’ll explore how leading media
organisations are embracing creativity and streamlining operations through AI, data and the cloud,” says Crownshaw.
THE ROLE OF AGENTIC AI Asked what kind of learnings he hopes attendees will absorb from the session, Crownshaw says he would like them “to walk away with a clear understanding of how agentic AI can help them optimise workfl ows, empower talent and drive business growth. But more importantly, we want to challenge the notion that AI is just about productivity. “At Microsoft, we believe that AI is not just about doing the same things faster; it’s about helping talent imagine and create in entirely new ways. Our sessions will explore how media organisations can move beyond automating tasks to amplifying imagination, unlocking new storytelling formats, and redefi ning audience engagement.” In terms of Microsoft’s other plans for this
year’s show, Crownshaw highlights a new Experience Zone that can be found in Hall 14. “Microsoft is excited to connect with industry
Simon Crownshaw, Microsoft
“Our sessions will explore how media organisations can move beyond automating tasks to amplifying imagination, unlocking new storytelling formats, and redefi ning audience engagement”
leaders and innovators who are shaping the future of media and entertainment. IBC2025 is a unique opportunity to explore emerging trends like agentic AI, immersive storytelling and AI-powered personalisation. We’re particularly looking forward to showcasing new technology at a scale we haven’t done before, debuting the Microsoft Experience
Zone (Future Tech hub, stand 14.A70) where attendees can build their own media agents and hear how our partners are pushing boundaries with Microsoft technology. What excites us most is seeing how the industry takes these technologies further than we could imagine.” Microsoft is also sponsoring the Future Tech Stage, which is hosting exclusive sessions, tech demos and expert debates throughout the show.
Microsoft is hosting a session on the Showcase Theatre in Hall 8 between 10:30 and 11:15 today. It is free to attend.
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