Agentic AI is a central theme for Amazon Web Services (AWS) at IBC this year as partners hosted on its stand focus on how autonomous AI systems can achieve specific goals.
According to Stephanie Lone, Global Leader of the Solutions Architecture, Media, Entertainment, Games and Sports Industry Business Unit at AWS, “a third of our demos are agentic AI-driven”.
She added that there are up to 45 demos and 57 partner solutions on the Hall 5 stand, showcasing capabilities like Amazon Bedrock AgentCore, Amazon Q, and Kiro to support M&E use cases.
The demos are split into three pillars around creating content, connecting workflows, and captivating audiences, or fan engagement. “And we have agentic AI demos in each of these to help with those stories,” Lone added.
Other key themes for AWS this year include cloud workflow and digital sovereignty. The latter topic is certainly top of mind in Europe as enterprises seek greater control over their data and digital infrastructure in a fraught geopolitical environment.
Notably, the AWS stand features the heavily trailered AWS European Sovereign Cloud that is anticipated to launch at the end of 2025. The service will be entirely located within the European Union and physically and logically separate from other AWS Regions.
Stand Number: 5.C90
Company: AWS
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