By Alice Chambers |
Microsoft partners Avid, Cisco, IPV and Support Partners showed how cloud and AI technologies are reshaping media production, content management and audience engagement for enterprise clients at IBC 2025.
Their showcases reflected a clear trend: making complex media workflows smarter, faster and more integrated through Microsoft-powered platforms.
Avid highlighted cloud-native post-production with its Edit on Demand solution, which enables teams to work remotely while leveraging Azure for media storage, processing and management. Its MediaCentral asset management system integrates with Azure analytics to enrich metadata, perform facial recognition, and provide translation and transcription services.
Demonstrations included identifying people from images, transferring metadata into archives, and running Media Composer in the cloud.
Avid’s MediaCentral streamlines the entire production workflow
Cisco, another Microsoft partner, highlighted how service providers can secure and innovate in the AI era. John Cardani-Trollinger, solution technologist at Cisco, led a session on empowering service providers as critical infrastructure in the AI era. The session showed how AI-powered security controls can help providers protect networks and customer data while enabling smarter, faster threat detection.
Meanwhile, IPV focused on helping media organisations leverage their archives more effectively. Using Azure Foundry, IPV Curator demonstrates how generative AI models can assist with content reuse and repurposing.
Integration with Adobe tools allows all files to stream directly into editing timelines, enhancing workflow efficiency and creative possibilities. The solution also supports marketing teams by making content more discoverable and actionable.
IPV’s Curator for Adobe means enables AI-powered search and discoverability in an editing environment
In addition, Support Partners emphasised AI tools for translating clip summaries, as well as advanced analytics on viewership trends. Metrics such as digital rights management dropout, active versus inactive viewers, average watch time, and total play-out time provide insights into audience behaviour.
In particular, Support Partners showcased Air Fusion, a Microsoft Copilot-powered platform, which combines multiple AI tools in a single app to streamline asset management and content delivery, such as extracting scenes, sequences, shots, locations, characters and dialogue.
The platform’s asset library can handle all content types – from videos to documents – and offers project recaps showing new assets such as interviews. AI tags people, places and timestamps to streamline storytelling. Integration with Adobe Premiere enables content export or creation of new video files, while automated social media posting connects to platforms like YouTube, leveraging analytics dashboards for scheduling and viewership insights. The platform also supports multilingual audio overlays via 11 Labs and identifies content gaps through search data.
Support Partners’ Air Fusion automates the process of editing and creating social media posts from all types of content. It bases its social media scheduling on live viewer statistics
These partners are just a selection of multiple exhibitors at IBC 2025 who emphasised the growing role of Microsoft-powered cloud, AI and analytics in media operations.