135 Media platform providers are using AI to personalise advertisements for shows, such as Doctor Who on Disney+ but we don’t adopt them very well. Adoption of new technology is poor because workflows have existed for up 25 years and been dealt with in real time. There are also not enough employees with the skills to implement new technology, so media organisations rely on partners to help fund or deliver that innovation. That’s why you see Microsoft form great partnerships with media organisations around those very same things.” In fact, decisions made in the next 12-18 months will impact media workflows for the next 10-15 years, according to Devoncroft’s white paper AI Technology in Media. As the pressure to modernise intensifies, many forward-thinking organisations are turning to partners like Microsoft to lay the groundwork for scalable, cloud-based infrastructure. One example is Microsoft’s five-year partnership with The Walt Disney Studios. Central to this collaboration is StudioLAB, Disney’s technology hub which is focused on advancing the future of storytelling. The division is developing new AI-powered workflows for content creation, production and distribution, all powered by Microsoft Azure. This kind of innovation depends on a strong foundation. “Successful AI implementations in media require cloud-based technology as cloud environments provide the infrastructure to access and manage data,” notes the Devoncroft paper. It’s exactly this cloud infrastructure that underpins StudioLAB’s use of advanced AI tools. “As part of our Diseny StudioLAB partnershp, we evalutate a variety of technical innovations,” says Crownshaw. “We’ve used model components to run asset analyses and explore ways to better understand Disney’s metadata related to content to enable faster asset search and analysis.” Content Understanding is an AI-powered Azure service that helps extract structure, meaning and insights from unstructured content like text, images, documents and video. It is being designed to help businesses gain real-time insights and manage digital assets more effectively. While the tool shows strong potential, it’s currently part of a broader MEDIA & COMMUNICATIONS Photo: Disney/Unsplash/Nathana Reboucas
RkJQdWJsaXNoZXIy NzQ1NTk=