With AI spend in media set to reach $13bn by 2028, IBC 2024 will host an array of hands-on demonstrations and use-case driven discussions helping media companies harness practical applications to drive benefits for businesses and consumers.
IBC 2024 has revealed a range of new features and speaking sessions focused on showcasing real-world advancements in artificial intelligence (AI) across the event, including the IBC Conference, the IBC Accelerator Media Innovation Programme and the exhibition itself. The event, which will take place from September 13 to 16 at RAI Amsterdam, will highlight AI-driven innovations through the newly introduced AI Tech Zone, powered by the European Broadcasting Union (EBU).
Mike Crimp, IBC CEO, said: “The media industry is ready to look beyond the AI hype and focus on real-world applications that deliver tangible benefits for businesses and consumers. IBC2024 will showcase an array of hands-on demos and use-case-driven discussions — reflecting M&E’s demand for a grounded conversation on how AI is impacting our sector today and in the long term.”
Maria Rua Aguete, Omdia’s Senior Research Director, Media and Entertainment, added: “AI spend in media is set to reach $13bn by 2028. It is influencing every element of the content value chain but businesses need more clarity around where and how it can be harnessed most effectively. Spotlighting high-impact use cases and collaborating to overcome adoption challenges will be key to unlocking AI’s transformative potential for the media industry.”
The AI Tech Zone, supported by headline sponsor AWS and partner NVIDIA, aims to bring together emerging AI providers, established producers, content creators and innovators to explore new possibilities in media creation and operations. The zone will feature hands-on AI demonstrations, with Dell Technologies as the platinum sponsor and NVIDIA as a partner. Wasabi Technologies will sponsor the AI Tech Zone Stage, while the AI networking zone will be backed by DOT Group and IBM, offering the IBC community opportunities to connect with leading AI pioneers in media and entertainment.
Hans Hoffman, Head of Media Fundamentals and Production at the EBU, stated: “The AI Tech Zone is a must-attend for show attendees. We are now moving on from ‘future potential’ discussions to seeing how practical AI applications in the workflow can enable public service operators, broadcasters and other media organisations to generate real value. Visitors to the AI Tech Zone will witness firsthand how AI is shaping a smarter, more efficient media world.”
The AI Tech Zone Stage will host a variety of sessions covering topics such as content authenticity, intelligent media storage, accessibility, mixed reality and creativity in production, alongside discussions on regulation and policy developments. Thought leaders from AI Caramba!, BBC Studios, Eluvio, EPFL, Fraunhofer, IBM Aspera, Ina, KBS, Liverpool Football Club, PacGenesis, RTVE, Univeristy of Seoul, Video.Taxi and YLE News Lab will share insights on the latest AI advancements.
In addition to the sessions, AI Tech Zone exhibitors will showcase cutting-edge AI technologies, including automated video editing, music-audio separation, advanced data analytics, and secure cloud storage solutions. . Exhibiting companies include AI4ME, AudioShake, Blu Digital Group, Brai, CheckSub, Deepdub, Eleven Labs, Eluvio, EU Project X Reco, Globant, HP (Z by HP), Imaginaro.ai, ITTIAM, Magnifi, Media Monks, MobiusLabs, PacGenesis, Scenery, Schweizer Radio und Fernsehen, Seagate Technology, Tabsons, The Weather Company, V-Nova, Vera.AI, Video.Taxi, Videolinq.ai, VionLabs and Zaibr.
AI-focused sessions will also be featured across all show floor theatres and at the IBC Conference, where AI will be a key theme. Industry visionaries will present keynotes on the evolution of AI in media and explore strategies for integrating AI into creative workflows. The conference will also include case studies on how generative AI and new data frameworks are transforming live sports experiences and enhancing operations for broadcasters like ITV and Sky.
Additionally, several companies will debut new AI products and technologies at IBC 2024, including Ateliere Creative Technologies, Backlight, IMAX, MediaKind, Pixotope and Telestream.
A new addition to IBC this year is the AI Media Production Lab within the IBC Accelerator Media Innovation Programme. This lab will explore AI concepts aimed at improving storytelling creativity, enhancing non-bias audience feedback, and powering real-time predictive analytics for personalised live sports viewing. The lab will feature projects driven by industry champions such as Al Jazeera, BNNVARA, Channel 4, EBU, Evangelische Omroep (EO), IET, ITV, Paramount Global, Rai, Verizon Business, Vodafone, World Freestyle Football Association, Yle and Zwart, with technology participants including Magnifi and Respeecher. Proof-of-concept demonstrations for these projects will be showcased in Hall 3 at the Accelerator Zone and on the Innovation Stage.
