#IBC2025 TACKLING THE BIG ISSUES: AI TOPS THE AGENDA AT IBC2025
While not surprising given its prevalence across the entire media and entertainment industry, AI is one of the big talking points at IBC this year. While previous conversations have centred around its potential to transform everything from content creation to archive management, this year real- world use cases and more recent developments such as the potential of agentic and genAI are leading many conversations. Cutting through the hype, Blake Bassett, VP of Product, Tools & Infrastructure at Tubi; Danijela Horak, Head of Applied Research, AI, BBC Research & Development; and Sannuta Raghu, Reuters Institute for the Study of Journalism & Head, Scroll AI Lab, will discuss how AI is actually delivering value, and where its transformative potential will be felt next, during an IBC Conference session today at 14:05. AI is also explored during a
Technical Papers session at 13:45.
The fi rst paper presented during the ‘Advances in Video: AI encoding, Avatars and Immersivity’ session uses subjective expert assessments of Just-Noticeable-Differences in streaming video encoding to train a deep learning model. Results from using that model show impressive bitrate savings can be achieved. The impact of AI is also being discussed on the Content Everywhere stages in Halls 4 and 5. AI production workfl ows and their implication for storage will be explored at 10:15 in Hall 4, while the role of genAI for streaming subscriber onboarding, discovery and retention will be discussed at at the same time in Hall 5. Future Tech in Hall 14 is the place to discover the latest innovations in AI and the new use cases they are creating. Generative AI frameworks, live production assistance, and AI- powered coaching and optimisation are all being showcased. In addition, Wade Callison, Chief
Strategy Offi cer,
Files.com, will moderate a session on the Future Tech Stage at 11:45, asking whether AI can fi x the digital media supply chain. Panellists will also examine how enterprises can leverage AI and future technology to tackle longstanding pain points. The role of AI in live production is being explored in one of the IBC Accelerator projects being presented on the Future Tech Stage today. Taking place from 16:30-17:30 ‘AI Agent Assistants for Live Production’ aims to build and validate a network of AI-driven assistants capable of handling real- time production tasks traditionally performed by human operators. This includes an orchestrator agent, NRCS agent, automator agents, error-checking agent, graphics agents and video agents. In addition, the fi ndings of a special Incubator Project ‘Changing the Game Again’, will be presented at 12:30 on the Showcase Theatre in
29
Sannuta Raghu, Reuters Institute for the Study of Journalism and Scroll AI Lab
Hall 8. By leveraging AI and ML, the team have pushed the boundaries of real-time personalisation, refi ning the experience with enhanced features such as custom overlays, localised content, tailored voice and tone, adjustable latency and dynamic camera angles.
A working POC test bed that aims to develop personalised highlights reels and real-time sports data tailored to each fan based on their preferences and interactions will be showcased.
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Visit us! September 12 -15
2025
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