By Alice Chambers |
At IBC 2025, Microsoft and MediaKind executives came together for a fireside chat on how generative AI is democratising access to the media industry, opening doors to new talent and fostering creativity across every stage of a career.
Moderated by Lindsay Berg, general manager of product marketing at Microsoft, the discussion featured Microsoft’s general manager Silvia Candiani and product marketing manager Nathaniel Wipfler, as well as Erik Ramberg, vice president of MediaKind. Together, they shared perspectives on what it means to “break into AI” and how the technology is redefining professional development and business innovation.
The panellists agreed that AI represents a unique inflection point, offering opportunities for professionals at all levels to contribute in new ways. Candiani described the technology as “energising,” highlighting how it allows organisations to rethink long-standing processes and engage customers more creatively. Wipfler emphasised the chance for employees to champion AI internally and enhance collaboration within teams. Ramberg noted that many feel AI is “breaking into them” rather than the other way around, but stressed that the key lies in embracing it as a partner in creativity and innovation.
Berg concluded that a shared theme emerged from all three experiences: AI as an enabler of creativity. “The idea that creativity can blossom in this environment is super important,” she said.
The panellists also reflected on the skills and mindsets necessary to succeed with AI. Wipfler pointed to the importance of prompt engineering and iterative refinement. Ramberg encouraged professionals to think outside the box and experiment with new approaches, while Candiani stressed the value of critical thinking and problem definition.
The group agreed that AI remains approachable even for non-developers, with hands-on use proving to be the most effective learning method. Beyond experimentation, they recommended structured training through Microsoft Learn, formal workshops and self-directed study using everyday tools like Microsoft Copilot in Outlook, Word and PowerPoint.
Meanwhile, advice for early-career professionals centred on adopting AI as a mentor, tutor or even “an intern,” depending on the person’s career stage. Wipfler suggested students and graduates integrate Copilot into their daily workflows to build long-term habits, while Candiani pointed to examples of younger people instinctively leveraging AI to study and self-test.
The discussion also touched on imposter syndrome, which Candiani acknowledged as common in fast-changing environments. She encouraged participants to step outside their comfort zones and build confidence through practice. Ramberg added that since AI is still evolving, professionals should expect mistakes and adopt a mindset of continual questioning and refinement.
To close the session, speakers urged attendees to take an active role in exploring AI. Candiani advised: “Doing something is better than just talking about it.” Wipfler highlighted the importance of a growth mindset, while Ramberg’s message was simple: “Just try it and do something different.”