AI is front and centre of skills and training for the industry with a clear opportunity for vendors to grasp, according to new research unveiled at the World Skills Café (WSC) at IBC2025.
“AI wasn’t mentioned at all at our first event at IBC2024, but this year it will be at the forefront of nearly every conversation across all parts of the industry,” said Carrie Wootten, Co-Founder of Media Talent Manifesto, which organises the WSC.
It will also be woven across the IBC Talent Programme, which takes place today on the Hackfest Stage in Hall 14. This event is dedicated to empowering the next generation of professionals shaping media, entertainment and technology.
Media companies already have three times as many specialist AI roles as those outside the sector, Angeliki Megariti of Caretta Research told the WSC audience.
“The biggest barrier for broadcast and media buyers is a lack of AI skills within their organisation," she said. "Most companies are eager to use AI rather than develop deep knowledge. Buyers want AI embedded in their standard tools. They see it more as a feature than a product itself.”
She then highlighted that this creates an opportunity for vendors to enable AI adoption without heavy investment.
“Most AI teams are currently small and focused on automating routine tasks, reducing costs and boosting creativity,” Megariti said. “We are at the point where vendors are selling and buyers want to use AI, but the lack of skills is slowing everyone down.”
SMPTE, EBU, and ETC research AI’s impact on the media
The Society of Motion Picture and Television Engineers (SMPTE) has teamed up with the European Broadcasting Union (EBU) and the Entertainment Technology Center (ETC) on a new engineering report on artificial intelligence (AI) and its effect on media.
UK film and TV industry backs clean power plan
The UK film and TV industry has agreed on a plan to permanently shift to clean solutions for temporary power on sets.
Nigel Warner to succeed John McVay as CEO of Pact
UK producers' body Pact has named Nigel Warner, UK Policy Consultant to the Motion Picture Association and Special Counsel at Lexington, as its next CEO.
Sky’s Priya Dogra to become Chief Executive of Channel 4
Priya Dogra will become the next Chief Executive of Channel 4. Currently Chief Advertising, Group Data, and New Revenue Officer at Sky, Dogra will succeed interim Jonathan Allan in March 2026.
One Battle After Another, The White Lotus, and Adolescence lead Golden Globe nominees
One Battle After Another, The White Lotus, and Adolescence have emerged as the frontrunning films and TV shows for the 2026 Golden Globes.
