Media and entertainment (M&E) companies face unprecedented challenges in today’s digital landscape. The pressure to deliver more content faster, while reducing costs and improving the audience experience, demands an innovative mindset and creative solutions.
To examine these challenges, we hosted a moderated webinar, Maximizing Transformation with Generative AI in Media and Entertainmentfeaturing industry innovators.
We’ve chosen panelists who are comfortable presenting big ideas and challenging industry norms. They bring both vision and practical approaches to building sustainable change frameworks.
The discussion focused on The latest results from the Forrester surveyexploring:
- Getting started with generative AI
- Common Implementation Challenges
- Accelerate organizational transformation
Will McKeon-White, principal analyst at Forresterpresented groundbreaking research on technology adoption trends Generative AI and their impact on M&E organizations. Our three panelists included:
- Vered Horesh, Head of Strategic Partnerships in AI, Bria AI
- Victoria Milo, Senior Vice President, Media Solutions and Emerging Technologies, Monks
- Travis Couture, Founding Solutions Architect, Twelve laboratories
These experts shared practical approaches to implementing generative AI in M&E. Their real-world examples demonstrated how organizations overcome common obstacles. Their ideas clearly point the way forward for companies embarking on this adventure.
Key findings from Forrester
Forrester’s research revealed, as shown in Figure 1, both the strategic priorities driving the adoption of generative AI and the key challenges organizations face when implementing it. Generative AI is considered a key future differentiator by 76% of decision-makers. Organizations primarily focus on three key objectives, with results showing the following:
- 61% of decision-makers want to speed up content production and reduce costs
- 51% aim to improve customer experience
- 49% are looking to drive innovation across their operations
Figure 1: Forrester survey summary
However, adoption challenges persist. The study found, as shown in Figure 2, that 65% of organizations face poor generative AI performance and quality issues. More than half lack the data sets needed to effectively implement generative AI solutions.
Figure 2: Forrester survey summary
Issues with legacy systems and data management continue to hinder progress for many organizations. These challenges often appear simultaneously, creating complex barriers to adoption. While these adoption challenges are significant, our experts have offered practical approaches to overcome them.
Overcoming the challenges of adopting generative AI
Our panelists emphasized the importance of starting small while thinking big. Victoria Milo recommended integrating generative AI into existing campaigns. “We look at what’s going on and try to find an area of an existing campaign that they’re already going to invest in,” she explained.
Vered Horesh highlighted how their platform’s attribution technology “allows us to compensate content creators based on measured contribution.” Their solution ensures compliance through models “trained exclusively on licensed data” that “respect copyright” and “follow studio guidelines.”
Travis Couture demonstrated how his video understanding capabilities help organizations leverage content archives. Their approach enables rapid clip discovery and assembly while maintaining data quality. “It is our responsibility to show them the bare minimum of what this could look like in reality,” he stressed.
Business leaders are ready to embrace generative AI, and Horesh points out: “The leaders we see today are very focused, with presentations of use cases they want to solve. » Their main concern is implementation. “The only question is how to do this safely, without legal exposure and ensure employee protection. »
The panel highlighted the importance of collaborating with partners who understand the workflows and compliance requirements of the media industry. As organizations overcome initial implementation hurdles, exciting opportunities emerge.
Future state, trends and opportunities
Generative AI is transforming how audiences discover and interact with content. Travis Couture envisions the possibilities: “We can create hyper-personal experiences from a streaming perspective, allowing consumers to interact with vast archives of content. »
Horesh predicts fundamental changes to come: “Content experiences are going to be very different. We are in the content creation revolution.
Operational efficiency
Generative AI streamlines workflows while improving content organization. Horesh explains the evolving role of the creator: “Now my work is moving from creation to curation, with 20 potential assets generated overnight.”
Revenue generation
Generative AI opens up new monetization opportunities through personalized content and advertising. Horesh highlights the business impact: “IP franchises will monetize more effectively through these models, streamlining both compliance and licensing processes. »
Milo highlights smarter ad placement: “We analyze footage frame by frame to match ads with viewers’ attention levels and emotional resonance. »
Key recommendations
The webinar discussion provided clear guidance for organizations seeking to adopt generative AI. Success begins with implementing a federated strategy. This approach balances central control and business unit autonomy. Organizations should partner with trusted vendors who understand the needs of the M&E industry, focusing primarily on increasing employee workflows.
Investing in foundational data management and governance frameworks is crucial. Starting with small, focused projects quickly demonstrates value while building momentum for broader transformation.
Highlights from the roundtable
The conversation revealed rich insights from each expert on successfully implementing generative AI in M&E organizations.
Victoria Milo shared practical adoption strategies:
- Start with existing campaigns to demonstrate immediate value
- Maintain close collaboration with legal teams for compliance
- Transform advertising with AI-powered generative content analysis
- Create new opportunities through emotional resonance matching
Vered Horesh focused on organizational transformation:
- Approaching Generative AI Adoption as a Change Management Initiative
- Implement attribution technology for fair compensation for content creators
- Balance increasing workflow versus undertaking a complete transformation
- Enabling effective monetization of intellectual property through content generation
Travis Couture provided advice on technical innovation:
- Use multimodal generative AI for better content understanding
- Start with internal use cases before customer-facing applications
- Transform content discovery with advanced video analytics
- Create hyper-personalized experiences with generative AI capabilities
Conclusion
The M&E industry is at a pivotal moment in its technological evolution. Generative AI offers unprecedented opportunities to streamline operations and improve the audience experience.
But success requires a balanced approach: start small, choose trusted partners, and stay focused on your business goals. Your organization should also prioritize responsible AI practices and data management.
As technology evolves, organizations that wisely adopt generative AI will gain significant competitive advantages. Those who address fundamental challenges early will lead the transformation.
About AWS Marketplace and next steps
AWS Marketplace offers solutions like Bria AI, MonksAnd Twelve laboratories that help drive innovation through generative AI. These partners represent a small sample of more than 15,000 solutions available in 80 categories.
AWS Marketplace is a curated digital catalog that makes it easy to find, purchase, and deploy third-party software, services, and data. Independent research of Forrester estimates that it takes half the time to find, purchase, and deploy solutions through AWS Marketplace compared to other sales channels.
AWS Marketplace offers flexible pricing options such as free trials and pay-as-you-go models to help organizations meet their budgeting needs. It also offers multiple deployment options, including software as a service (SaaS), artificial intelligence and machine learning (AI/ML) models, and containers to align with your security and of governance.
Visit the Media and entertainment solutions on AWS Marketplace to learn more about available M&E cloud solutions. Watch Maximizing Transformation with Generative AI in Media and Entertainment on request to delve deeper into these topics and obtain additional information from our panel of experts.
Contact a AWS Representative to find out how we can help you accelerate your business.
About the author
J.
ack Wenzinger is a global M&E partner leader for film/TV and generative AI at AWS. Jack has spent over 20 years shaping media supply chains and content workflows. As an innovator in the cloud and AI spaces, he guides partners to new frontiers, turning challenges into triumphs. When he’s not discussing cloud cinematography, he can be engrossed in Rush’s cerebral lyrics or wind racing on his motorcycle.