Content creation will be increasingly democratised by the transformative power of AI, but the potential to deliver new types of content and inspire a new generation of media creatives is arguably the greatest prize, according to experts at the IBC x Google Cloud Hackfest dry run.
Speaking at the kick-off event at Google’s London HQ, Justin Grayston, Head of Customer Engineering, Telco, Media and Entertainment UK & I, Google, explained the value of the hackfest format and its wider import.
“The aim is that the technology [involved] could be applied to any vertical, but it's very practical, somebody should [be able to] take it back to their day job and see the possibilities – that’s the real value here. By bringing people to the technology that may not be using it now, they'll see that, once you have the infrastructure piece, you can use these models, and it can be surprisingly easy to do things you thought would be much harder.”
“I also think there is an educational barrier to getting into the industry and an affordability one too – I remember when I was younger, I could never be able to afford Final Cut Pro as a baseline tool to deliver something of any quality. I think that the entry point [for content creatives] is going to drop, we will see that increasingly democratised,” he explained.
You are not signed in
Only registered users can read the rest of this article.
.jpg)
NAB Show New York: The stakes could not be higher
As media, technology, and politics become increasingly intertwined, the stakes extend far beyond the balance sheet.
.jpg)
6G-Holonet: Bringing Star Trek’s comms system to reality
As the 6G-Holonet project sets its sights on live entertainment, cultural heritage sites, and immersive media, Alex Buchan, Chief Technology Officer, DTG, reveals the key technological considerations that have ensured the project’s impact.
.jpg)
ULL-timate goal: How streamers are prioritising ultra-low latency
With audiences expecting instant global information, and broadcasters competing against social platforms that deliver clips within seconds, the race is on to deliver ultra-low latency (ULL) as a competitive edge.
RTS Convention: “The prize for standing still simply isn't an option”
AI was largely sidelined at the annual RTS gathering where the fate of public service media took precedence. Adrian Pennington reports.
Content Everywhere at IBC2026: AI moves from hype to action
Companies from across the Content Everywhere ecosystem highlight what they see as some of the most promising industry developments at IBC2026, while calling out areas where they think the industry has room for improvement.
