At IBC2025’s Future Tech Stage, Muki Kulhan led a discussion on the strategies for successfully integrating AI tools into media production workflows. Kulhan was joined by Felope Correia de Silva Bittencourt, Entertainment Technology Manager of GLOBO, Jouni Frilander, Innovation Lead at YLE, Roberto Iacoviello, Lead Research Engineer at the RAI and Yaara Marchiano, Cool Hunter and AI Integration Expert.
The session focussed on the implementation of generative AI (genAI) within media production, exploring the use of AI tools for enhancing creative workflows and addressing industry challenges. One key topic was access to tools and the skill gap among production teams, which makes it difficult to seamlessly incorporate AI into existing processes.
The speakers highlighted the need for modular frameworks that can integrate multiple AI tools, allowing for flexibility and ease of use. This approach would seek to balance the innovative potential of AI with the practical requirements of media production, ensuring high-quality outputs while managing costs and technical complexities. By leveraging both cloud-based and local implementations, the framework aims to provide a scalable solution that can adapt to the rapid advancements in AI technology.
Another significant theme was the creative process and its interplay with technology. The speakers emphasised the importance of maintaining control over the creative output, particularly in terms of quality and authenticity. Generative AI offers rapid prototyping capabilities, which can accelerate the initial stages of content creation. However, achieving high-quality, broadcast-standard content requires meticulous fine-tuning and human intervention. The discussion underscored the need for a hybrid approach where AI assists in generating ideas and preliminary drafts, but where human creativity and expertise continue to remain crucial for refining the final product. This iterative dialogue between tech and creative teams was seen as essential for successful integration of AI into media workflows.
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