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.’
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