119 “ Live production is one of the most demanding environments in media – and AI is already making a difference” For decades, world-class media relied on fixed systems – specialised hardware, co-located teams and linear workflows. Those limits shaped both production and the audience experience. But that model is shifting. AI is transforming media as cloud transformed infrastructure: gradually, then suddenly. Tasks once measured in days now take seconds. Workflows once locked inside facilities are now collaborative, adaptive and global. Content is no longer only produced – it’s generated, versioned and personalised in real time. Audiences are evolving too. They expect personalised feeds, immersive formats and highlights that reflect their interests. Behind that expectation is pressure on organisations to produce more, protect intellectual property, scale efficiently and innovate continuously. Yet one thing remains constant: high-quality storytelling still drives engagement. Even with real-time personalisation and adaptive experiences, the core objective holds – creating connection at both individual and collective levels. Elite sport provides the perfect demonstration of this principle. History, emotion and identity are compressed into milliseconds, making sport the ideal proving ground for new technology. Instant replay, digital broadcasts, high-definition streaming and early large-scale augmented reality graphics all scaled through sport before becoming mainstream. AI is the next chapter in that pattern, says Mandy Rutledge, managing director of sports, media and entertainment at Microsoft. She points to Microsoft’s partnership with the NFL as a clear example of how AI is already delivering in high-pressure environments. “In the NFL, every second counts, and every decision can change the outcome of a game,” she says. “That’s why our partnership with the league is such a powerful example of AI in action. Coaches and players now have AI-driven insights on the sideline, delivered through an upgraded Sideline Viewing System that helps teams filter plays by down and distance, surface coverage tendencies and accelerate booth-to-field decisioning. It’s not replacing human judgment – it amplifies it, giving decision-makers clarity when the pressure is highest.” The technology is not confined to game day alone. Rutledge highlights the NFL Combine, where teams evaluate prospective players ahead of the season, as another area where AI transforms workflows. “At the NFL Combine, conversational AI helps teams compare prospects in real time, turning what used to take minutes into seconds,” she says. “These efficiencies free up time and resources so teams can focus on performance and strategy.” While sports demonstrate AI’s ability to operate under extreme time pressures, live media production faces parallel challenges, demanding rapid editorial decision-making across multiple streams of content. Rutledge emphasises how AI already supports broadcasters and production teams in managing this complexity. “Live production is one of the most demanding environments in media – and AI is already making a difference,” she says. “Partners deliver virtual production tools on Azure that help producers generate highlights, coordinate multi-camera workflows and operate from anywhere. Cloud-based platforms enable teams to scale encoding, enrich metadata, and virtualise postproduction so editorial decisions are informed by richer context – who’s speaking, sentiment, compliance flags – without slowing the show.” The introduction of advanced analytics and operational intelligence platforms allows teams to unify data across previously siloed systems. These tools also enable teams to quickly analyse audience behaviour, anticipate content demand and respond to emerging trends during live events, creating a tighter connection between production decisions and audience engagement. Platforms like the recently introduced Fabric IQ and Foundry IQ are examples of this approach. Fabric IQ gives visibility into the health, performance and usage of an organisation’s Microsoft 365 environment, while Foundry IQ offers analytics and governance intelligence to help enterprises manage, secure and optimise their data. MEDIA & COMMUNICATIONS
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