IABM rebrands as IAMT and launches agentic AI-powered discovery platform

“This is beyond a rebrand – it’s a recognition of the market we now inhabit,” said Saleha Williams, CEO of IAMT. “The media value chain has been permanently transformed, moving from hardware-centric silos to a fluid, software-defined, and cloud-integrated ecosystem. IAMT is a lever for our collective growth.”  

Indeed, IAMT now supports a wide range of sectors, including streaming, enterprise media, AI-driven workflows, immersive experiences, and emerging content platforms.

“IAMT is not just growing its audience – it is activating it,” said Williams. “We are delivering high-value visibility, meaningful engagement, and trusted influence that translates directly into stronger credibility and more commercially valuable connections for our members.”  

Central to this evolution is the launch of MAI (MediaTech Agentic AI), an agentic AI-powered discovery platform developed in collaboration with IAMT member Alpha Cogs. MAI is an integral part of IAMT’s new website, TheIAMT.org 

MAI is trained on IAMT’s full knowledge ecosystem – including research, member thought leadership, journal content, and its business intelligence unit – transforming the organisation’s digital platform into an active, always-on engine for insight and discovery.   

IAMT has also launched its new Marketplace platform as part of its reimagined website, designed to work in tandem with MAI to enhance member visibility and enable agentic AI-powered discovery of company profiles, products, and innovations, with content continuing to expand as members build out their presence on the platform. 

“MAI is a game-changer for member industry amplification,” said Williams. “It moves us from a static repository of information to a 24/7 global advocate for our members.”  

Using answer engine optimization (AEO), MAI generates direct, synthesised responses to user queries – citing IAMT member content as authoritative sources. It features: direct citations to ensure answers are built from member-contributed insights, articles, and data; authoritative positioning by presenting definitive expert members within a trusted, neutral platform; and dynamic content integration as updates from the IAMT Marketplace are continuously incorporated.

“We are moving beyond traditional AI integration into systems capable of interpreting intent and contextual signals,” said Nicola Cogotti, Founder and Chief Technology Officer (CTO) of Alpha Cogs. “Leveraging the emotional intelligence engine originally developed for Cogi, MAI applies that same human‑centric architecture to information discovery – helping people access insights in a way that feels natural, adaptive, and deeply intelligent.” 

IAMT also announced the launch of its IAMT Global Alliance, a reimagined ecosystem designed to bridge the gap between innovation and real-world application, showcase the thought leadership of partners, and deliver information in the form of insights and intelligence.  The IAMT Global Alliance is built on three core pillars: bringing MediaTech buyers and end users into direct dialogue with providers; supporting the next generation of MediaTech talent through academic collaboration; and connecting organisations such as standards bodies and sustainability initiatives to address global challenges.

“At its core, this is about aligning innovation with real-world needs,” concluded Williams. “By bringing buyers, educators, and industry groups into the same ecosystem, we are creating a more connected, responsive, and forward-looking industry.”  

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