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AI and the evolution of MAM: Part three – future outlook

In the final part of our investigation into MAM’s current and future relationship with AI, James McKeown analyses where the technology is likely to take asset management capabilities next, and the other factors driving the evolution of the space.

The outlook for AI appears as complex as ever. Where it concerns the authenticity of content and metadata, AI is at work on both sides of the ethical fence; playing miscreant and detective. For all of its capabilities as a democratised technology in the hands of everyday folk, and certainly in the wrong sorts of hands where it concerns deepfakes, its professional applications within media asset management (MAM) systems seem to point to a future where it can play a significant role in the tracking, sourcing, and authenticating of content...

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IBC Content Everywhere: What to expect at IBC2025

In September, the media and entertainment industry will once again be heading to the RAI Amsterdam for the annual IBC event. The Content Everywhere zone remains at the heart of IBC’s coverage of the ever-expanding OTT and streaming scene, and this year spans Halls 4 and 5. The monthly Content Everywhere newsletter tracks companies in the streaming sector throughout the year, offering insights into latest trends and developments. As in previous years, the August issue provides an overview of what Content Everywhere companies hope and expect to see at IBC as they roam the show floors, attend conferences and meet their peers.

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