The Power of AI in Broadcast

By Meghna Krishna, CRO, Magnifi


There has been a pervasive discourse surrounding the use of Artificial Intelligence (AI).  Certain individuals have voiced apprehensions regarding the potential hazards it presents to industries, even envisioning catastrophic scenarios. While others focus on harnessing AI to optimize processes and tasks for our collective advantage. Although AI is not a novel concept in the media industry, its role has been redefined to facilitate human workflow. Previously used primarily by journalists and broadcasters as a tool to automate routine tasks, AI is now transitioning into a more sophisticated set of tools. There are ongoing efforts to apply natural language processing to diverse areas within the industry, with outcomes varying in terms of success. The shift is not just about optimizing processes; it has been instrumental in reshaping the landscape of creativity and efficiency in the dynamic world of broadcasting.


Integrating AI and Broadcasting

The convergence of AI and broadcasting creates a powerful synergy. Blending data-driven insights with creative storytelling, albeit the wide-reaching platforms of broadcasting, provides the perfect canvas for AI to paint personalized and engaging experiences. This fusion is redefining how broadcasters understand their audience and is unveiling exciting possibilities for the future.


Personalization: The AI Advantage

Generic ad campaigns are a thing of the past, thanks to AI’s ability to understand and predict individual preferences based on user behavior. By analyzing data points, such as browsing history, social media interactions, and content engagement, AI enables broadcasters to tailor advertisements that resonate on a personal level. This disposition towards hyper-targeted content maximizes viewer engagement.


Predictive Analytics for Targeting

The convergence of AI and broadcasting equips broadcasters with the capacity to understand the present and anticipate the future. Predictive analytics, fuelled by AI algorithms, decipher patterns and trends from historical data to forecast viewer behavior. The predictive approach redefines how broadcasters make real-time decisions, optimizing content choice, ensuring the effectiveness of advertising campaigns, and maximizing engagement.


Unified Collaboration

AI-based video editors are revolutionizing the editing process by eliminating low-level communication essential to legacy solutions. Meta-tags, for example, enable auto-generation of highlights based on specific criteria, saving considerable working hours. These platforms centralize all video editing activities, allowing for seamless collaboration and auto-personalization, where brands can imprint each video with their own identity effortlessly.


The Future of Communication

As the future of communication undergoes a significant transformation, AI plays a pivotal role in pushing it forward. With the active audience becoming central to the entertainment experience, AI-driven technology creates a bridge with XR technology, offering new and immersive virtual experiences. While AI serves as a source of inspiration in the creative process, its true power lies in assisting with mundane tasks and improving efficiency.


Create and Influence

There are currently over 200 million content creators worldwide, with an average of six and a half months needed for creators to earn their first dollar. Only 10% of influencers manage to earn $100K or more annually. As of 2023, the global influencer market is valued at $21.1 billion. Around 84% of the UK’s online residents follow influencers or content creators, based on the Statista Consumer Insights Global survey 2023.

The demand for content generated and consumed on social media necessitates automated support to facilitate strategic creativity. Incidentally, it is a numbers game, and success hinges on effectively captivating the audience, which directly corresponds to the pertinence and ingenuity of the content. Broadcasters need to leverage social media to strengthen their connection with viewers and drive traffic to channels and platforms. But they are competing against an ocean of user-generated content. AI tools can help to quickly populate social platforms with engaging clips and heart-stopping highlights.


Transforming Media Workflows

Content workflows in the media industry are on the brink of a substantial transformation in the foreseeable future. AI-based plugins will revolutionize the linking of visuals with written scripts, potentially making non-linear editing for news-based flat packaging obsolete. Cloud-based video/image processing and direct-to-play out or direct-to-publish services will enhance efficiency, requiring brands to take on roles they’ve never adopted before.


Embracing the New Era

The broadcast technology industry stands on the cusp of a new era fuelled by AI and digitalization. Viewers can await ultra-high-definition content, immersive experiences, and personalized viewing recommendations, while broadcasters benefit from AI’s efficiency in content creation, advertising, and security. Embracing AI is crucial for industry players to remain competitive and ensure broadcast excellence. As AI continues to develop, its potential to shape the future of audio-video production is limitless, promising a dynamic and innovative broadcasting landscape.


The Future of AI-powered  Audio-video Sync

It is undeniable that today real-time communication (RTC) has become indispensable, influencing aspects ranging from online conferences to live video streaming, social media, and entertainment. Artificial intelligence (AI) integration in video enhancement stands out as a key avenue for the continued evolution of RTC technology.

Issues like poor lighting, inferior cameras, and bandwidth limitations have traditionally posed challenges in video conversations. AI-driven audio and video enhancement technologies offer solutions to these problems, potentially transforming the dynamics of interpersonal communication and media consumption. For instance, cameras may feature participant framing and resolution upscaling for improved visuals. Intelligent noise cancellation and acoustic fence features in audio equipment work together to minimize interruptions, while built-in smart assistants facilitate the smooth management of hands-free video and voice-assisted recording.


Especially for you: Content Customisation

Leading music and video streaming platforms such as Netflix and Spotify thrive by delivering diverse content to a global audience with varied interests. Employing AI and machine learning algorithms, these platforms analyze user behavior and demographics. Employing the data, they tailor recommendations, providing bespoke experiences by suggesting new songs, movies, and TV shows. In the UK, for instance, platforms like BBC iPlayer leverage similar technologies to understand viewed preferences, ensuring a customized content experience for their audience based on individual interests and demographics.


Participatory AI

Generative AI is reshaping creative processes across diverse domains, including visual arts, music, script writing, and video production. Rather than being considered the downfall of art, it is embraced as a new medium that possesses distinct capabilities. The development of generative AI models has prompted important considerations regarding the definition of creativity and how creative professionals can adopt AI to enhance their work processes. These AI tools have the potential to assist creative fields, and understanding their impact requires interdisciplinary scientific investigation into culture, economics, law, algorithms, and the interrelationship between technology and creativity.

Explorations into tangible interfaces and physical interactions to enhance generative AI literacy and explainability in design tools. The objective is to empower all creative professionals in their current and future collaboration with AI through the creation of participatory AI systems.


An AI-driven Future

The integration of AI into broadcasting has sparked both concern and excitement, redefining roles and workflows within the industry. But AI isn’t just about optimizing tasks; it’s a catalyst for reshaping creativity and efficiency in broadcasting. By blending data-driven insights with storytelling, personalized experiences become the norm, transforming how broadcasters engage their audiences. Predictive analytics forecast viewer behavior, while AI-powered tools streamline editing and content creation, amplifying collaboration and personalization effortlessly.

As communication evolves, AI becomes instrumental, helping to deliver exciting new immersive experiences and changing the way we experience entertainment. In the race to create more content than ever, AI-driven support becomes essential, helping broadcasters navigate a multi-platform strategy that leverages both long and short-form content. As we embrace this new era, AI’s potential remains limitless, promising a dynamic and innovative future for broadcasting and creative industries alike.




Final Pixel. Virtual
IBM acquires Pliant