The annual NAB show brings together the best innovators in the media and entertainment, presenting the tools, technology and trends at the origin of the next era of the narration.
Aside from the tens of thousands of participants and hundreds of featured sessions, which really distinguished this year’s event, is that it was not only a demonstration of new technologies – in many ways, it was a question of redefining the way in which the content of entertainment is created, located and ultimately consumed around the world.
The point to remember: storytellers no longer ask if AI will play a role in the future of content. It’s a question of knowing when, how and how much.
It’s not just my speculation. By walking in the floor of the exhibition hall and attending sessions of enlightening panels, I personally witnessed the domination of AI as the central theme of the event. It quickly became clear that we can expect the generative and agentic technology fueled by AI to be largely adopted, not only as functional improvements, but as strategic assets for the driving scale, creativity and profitability in the entertainment industry.
Here are three of the most important trends I won the NAB 2025 show:
Generative adoption of AI on several levels
While generative AI is always a largely examined addition to the Hollywood game book, the NAB 2025 show has highlighted growing comfort with this technology. The industry is starting to adopt a more nuanced approach and on several levels to integrate the GENAI, both in the functional workload processes as well as to help creatives give life to their visions with even more verve and depth.
The basic level of basic adoption is largely functional, where repetitive production tasks or high intensity of resources can be outsourced to AI without compromising artistic integrity. At the top, we see deliberate uses of AI in artistic improvement processes such as visual effects or classification of colors – artistic, useful and focused on history.
Consider the film 2024 The brutalistwhich used the AI controversial to subtly improve the Hungarian accents of the main actors. The choice was finally made to serve the director’s broader creative vision, while the actors held a full agency on the power and emotion of their performance – just helped to underline the authenticity.
This gradual acceptance does not only concern the maturation of AI tools. It reflects a change in the state of mind, driven largely by the post-comfortable pressure exerted on the studios to produce more content, more quickly and at lower costs. By adopting AI compatible tools, studios can continue to produce content at speed and standards required by viewers in the middle growing pressure To compete with social media, the content generated by users and video games.
Agentic
Capitalizing on the mass dynamics of the Genai, the AI agent has become the next advance in the way studios and streaming platforms can redefine post-production, improve location and even improve the way viewers experience content.
Unlike traditional automation tools, agentic AI systems can dynamically adapt to the modification of workflows, objectives or data, all without human incentive. For post-production, this technology can automate tedious tasks such as audio leveling or Timecode marking, which is particularly useful in the unicned or documentary content where the hours of sequences must be analyzed and indexed quickly.
For location, agentic AI can refine dubbing or subtitles in real time depending on the cultural context, the genus or regional preferences, guaranteeing a more authentic and resonant experience for viewers around the world. The agentic AI can also optimize delivery on various platforms, ensuring that the right content reaches the right audience, while adapting recommendations according to user behavior and preferences.
While media societies seek to scale the content more effectively, agentic AI is about to become an essential ally. Whatever the amount of AI used in content creation, this powerful technology allows creative teams to improve operational speed and tailor experiences to an increasingly globalized audience.
Real -time monetization
Some of the most future conversations in Nab have focused on monetization and real -time commitment. As live content becomes an increasingly precious asset, studios and streaming platforms are looking for ways to extend the world scope during these high exposure events.
Live dubbing and the location of language in real time are becoming key solutions.
Propelled by advanced AI models, these dubbing tools can instantly make global distribution. With sporting events, news and interactive events open to new markets, radiudiffusers can unlock new opportunities for unhindered monetization by the slow and costly post-production loop that can lose value to events shortly after their dissemination.
For small and medium studios in particular, these agental and generative AI innovations represent a path to compete on a large scale and find new audiences without traditional general costs.
“Where the content comes to life …”
The Nab annual show’s slogan reflects what should be the point to remember ultimately each time the new technology shakes the foundations of the media and entertainment industry. In good hands, any innovation – IA or other – can allow storytellers to do what they do best as effectively and meet the spectator’s expectations without compromising art, quality or net profit.
The NAB 2025 has clearly indicated that the AI will inaugurate the next era of the way the artists give life to the content, Possback will be damned.