Technology Record - Issue 33: Summer 2024

Microsoft is aiming to enable a new generation of media asset management tools with AI-powered capabilities MEDIA & COMMUNICATIONS quickly scale that capability across a large volume of content. It’s all about taking the large pieces of data that we need to create and use alongside the content, then connecting that to the natural language processing search capabilities.” Once in place, the search capabilities of an active archive can be used flexibly across an organisation for a wide range of purposes. “There’s a tonne of value in using an active archive to leverage more of your content,” says Beach. “For example, you could look through a season of games for a sports league and find all the uses of a particular logo. Since you’re often paid per impression for that sponsorship, being able to report accurately on all the times that the logo appeared in a game helps you get paid faster. Likewise, when you’re creating new versions of content in a studio environment, you want to be able to rapidly go back and reference older material and possibly even pull that into the new production.” Crucially, this process is far quicker than it ever could be in an ‘inactive’ archive without easily searchable data. This enables media companies to respond quickly to the changing interests of viewers, which are influenced by current events and trends. “In the life cycle of the archive, you’re going to need to search for a new element at short notice,” says Beach. “For example, a topic such as solar eclipses can suddenly become very important and interesting. You might never have searched for eclipses before, but AI helps you quickly identify and train an element around what an eclipse looks like and what mentions of eclipses will look like. That allows you to scan the old archives and look for earlier references that you may not have been aware existed and leverage them as part of a new, relevant piece of content.” Microsoft is using the foundational capabilities of the Microsoft Azure platform and its generative AI services such as those in Microsoft Data Lake and Fabric to help further develop the tools needed to build an active archive. “The way that we’re going to help a customer in the media industry to create and maintain their active archives is by empowering a new generation of media asset management tools,” “ In order to make an active archive, you truly need AI” 107 Photo: iStock/EvgeniyShkolenko