121 MEDIA & COMMUNICATIONS govern custom agents with the same rigour as human accounts,” says Rutledge. “Combined with Agent Factory, which customers can start using today, these capabilities make it possible to scale AI confidently – without compromising compliance or control. For media, that means protecting rights-managed content while accelerating workflows.” The impact of AI extends beyond operations into audience engagement, enabling personalised experiences at scale. Viewers now expect content to adapt to their language, interests and context, with intelligent curation driving retention and deeper connections. “AI makes engagement more personal, participatory, and accessible,” says Rutledge. “Modern cloud-and-AI stacks enable tailored experiences, surfacing richer context and evolving fan touchpoints beyond broadcast into sustained dialogue. Fans get relevant insights in their language, smarter discovery and inclusive features – without friction. For broadcasters and streaming platforms, this translates to personalised viewing at scale, with daily GenAI-curated highlight reels, language-aware summaries and contextrich explainers that adapt to each viewer’s preferences. These experiences increase watch time and retention while expanding first-party data for smarter monetisation.” Creativity is another area where AI reshapes workflows, not by replacing humans but by working alongside them. By automating repetitive tasks such as archiving, clip logging and multilingual preparation, editorial teams can devote more energy to storytelling, analysis and strategy. AI also supports collaborative decision-making while leaving final editorial choices in human hands. “Editors and producers will spend less time on mechanical steps and more time crafting the arc,” says Rutledge. “When assistive tools handle the grind, newsrooms and truck bays move faster and tell richer stories.” Broadcast teams will therefore be able to experiment with narrative structure, adapt content for diverse audiences and respond to real-time trends with agility. Rutledge believes that the coming period of content creation will be defined by this collaborative relationship between humans and AI. “The next era will be human-led, AI-amplified,” she concludes. Technology Record asked Microsoft partner AVIXA how it is using AI technology to offer new capabilities to media organisations Partner perspectives “AI is having a notable impact on the production game and transitioning from theoretical to practical applications. Our AVIXA TV producers, for example, are using AI to develop graphics, help with scriptwriting and fine-tune metadata so we can connect with the right audience. One of our most exciting opportunities is improving accessibility by expanding and optimising the creation and translation of captions. We’re also testing some very cool innovations such as aiding in the translations of voice overs. Media organisations should seek opportunities for both innovation and optimisation when applying AI to their strategy and workflows.” Sam Minish Vice President of Content Delivery, AVIXA
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