At the 2026 NAB Show, the International Association of MediaTech (IAMT), formerly IABM, announces a defining evolution of its role in the industry—introducing a new identity, a new AI-powered intelligence platform, and a new model for global collaboration.

The transition to IAMT represents a fundamental strategic shift reflecting the reality of today’s market, according to a statement published by the organisation: “This is beyond a rebrand—it’s a recognition of the market we now inhabit,” said Saleha Williams, CEO of IAMT. “The media value chain has been permanently transformed, moving from hardware-centric silos to a fluid, software-defined, and cloud-integrated ecosystem. IAMT is a lever for our collective growth.”

Building on its broadcast heritage while expanding into a broader MediaTech ecosystem, IAMT now supports a wide range of sectors including streaming, enterprise media, AI-driven workflows, immersive experiences, and emerging content platforms.“IAMT is not just growing its audience—it is activating it,” said Williams. “We are delivering high-value visibility, meaningful engagement, and trusted influence that translates directly into stronger credibility and more commercially valuable connections for our members.”

Agentic AI-Powered Discovery Platform

Central to this evolution is the launch of MAI (MediaTech Agentic AI), an advanced agentic AI-powered discovery platform developed in collaboration with IAMT member Alpha Cogs. MAI is an integral part of IAMT’s new website, TheIAMT.org. MAI is trained on IAMT’s full knowledge ecosystem—including research, member thought leadership, journal content, and its Business Intelligence Unit—transforming the organization’s digital platform into an active, always-on engine for insight and discovery.

IAMT has also launched its new Marketplace platform as part of its reimagined website, designed to work in tandem with MAI to enhance member visibility and enable agentic AI-powered discovery of company profiles, products, and innovations, with content continuing to expand as members build out their presence on the platform. “MAI is a gamechanger for member industry amplification,” said Williams. “It moves us from a static repository of information to a 24/7 global advocate for our members.”

Using Answer Engine Optimization (AEO), MAI generates direct, synthesized responses to user queries—citing IAMT member content as authoritative sources:

• Direct Citations: Answers are built from member-contributed insights, articles, and data
• Authoritative Positioning: Members are presented as definitive experts within a trusted, neutral platform
• Dynamic Content Integration: Updates from the IAMT Marketplace are continuously incorporated

“We are moving beyond traditional AI integration into systems capable of interpreting intent and contextual signals,” said Nicola Cogotti, founder and CTO of Alpha Cogs. “Leveraging the Emotional Intelligence Engine originally developed for Cogi, MAI applies that same human-centric architecture to information discovery—helping people access insights in a way that feels natural, adaptive, and deeply intelligent.”