Participants at a roundtable on AI in media and entertainment at IBC2024 assessed some of the opportunities and challenges confronting media companies seeking to tap the potential of generative AI across a range of applications.
Most discussion of AI today naturally focuses on generative AI – AI that has the capability to create new content, powered by large language models (LLMs), and this framed the terms of a round-table discussion on AI at this year’s IBC.
Opening the discussion, Imogen Wall, Google Cloud Telco & Media Lead UKI, Google, said AI is ubiquitous as a term and that media companies have been using AI for a long time, but that generative AI had created a paradigm shift. “GenAI creates new text and pictures and that has changed the nature of the game,” she said...
You are not signed in
Only registered users can read the rest of this article.
.jpg)
IBC2026: What to look out for on Day 4
As the final day of IBC2026 draws near, visitors seize the last opportunity of the year to network, solidify partnerships, and soak up the last of the available innovative learnings across IBC2025’s 14 halls
.jpg)
IBC Technical Papers 2026: Complete list of tech papers
The IBC Technical Papers Programme features original, novel research on solutions to real-world problems faced by the international broadcast and digital media industry.
.jpg)
IBC2026: What to look out for on Day 3
As day three of IBC2026 begins, the expert insights are in full flow, revealing groundbreaking technology demonstrations and discussions across the industry.
 SR.jpg)
The end of MrBeast? Why 100 micro‑influencers are more effective than one mega‑influencer
The number one creator in the world is MrBeast, right? Wrong. It is Blair Imani who tops the 100 Creators on the Planet, according to the Affinity Score unveiled exclusively at IBC.
.jpg)
The journey to AI: Tim Forrest on making ITN’s archive ready for the future
In preparation for his IBC2026 conference session, Tim Forrest, Head, Content Delivery, Commercial Innovation, ITN, argues that AI’s value really lies beyond the hype and inside the archive.
 SR (1).jpg)
.jpg)