150 “Take content discoverability,” says ParkerBarratt. “By creating an active archive built on structured metadata and AI-powered tagging, organisations can surface the right content to the right audience at the right time. Whether that’s through search, recommendation engines, or dynamic advert targeting. Alternatively, consider production automation. AI tools like Microsoft Azure OpenAI and Cognitive Services can generate summaries, transcriptions and synthetic voice dubbing.” Microsoft is helping media companies both to transform their data strategies and make the most of the power of AI. “Microsoft offers a comprehensive stack to help media organisations manage and activate their data, from ingestion to insight,” says Parker-Barrett. “Azure Data Factory, Microsoft Fabric, and Azure AI Studio provide the backbone for data movement, transformation and model training. We’re also investing heavily in Copilot Studio and adapted AI models tailored to industry-specific needs. These tools allow customers to build intelligent agents that understand their domain, speak their language and drive real outcomes.” The Microsoft partner ecosystem is also using Microsoft tools to bring powerful new solutions to the media industry to help unlock the full potential of AI. “Coactive AI is doing phenomenal work in multimodal content intelligence,” says ParkerBarrett. “Its platform enables media companies to search, organise and analyse visual content at scale unlocking new dimensions of analytics and personalisation when integrated with Microsoft Fabric. “Yobi.ai is another partner enabling new capabilities, this time in the marketing and advertising space. Its consented user data graph is allowing media companies to generate increased return on advertising investment and enabling better personalisation and targeting across a number of key performance indicators. It really showcases the power of data when it’s used in this context.” The media industry stands at a crossroads. Those who invest in unified platforms, embrace federated architectures and embed stewardship into their culture will be able to harness AI to personalise experiences, streamline operations and unlock entirely new business models. Those who don’t risk falling behind in an environment where speed and scale are everything. “The shift to AI demands a rethink – not just of tools, but also of the underlying data strategy,” says Parker-Barratt. “The success of media organisations will depend on data being clean and accessible, enabling them to unlock the extraordinary potential of AI.” FEATURE
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