During the IBC2025 Future Tech Stage presentation “Beyond the Cloud: How Microsoft is Powering the Next Era of Media”, Lindsay Berg, Global Industry Marketing at Microsoft, was joined by Lydia Smyers, Vice President of Telco, Media, Gaming (TMG) US at Microsoft, and Silvia Candiani, Vice President of Telco, Media, Gaming at Microsoft. The executives engaged in a dynamic conversation on how AI, data, and cloud innovation are enabling storytelling, streamlining operations, and transforming audience experiences.
The session explores how Microsoft is driving the next era of media beyond the cloud, focusing on the integration of AI into media and entertainment. Speakers discuss the transformation in the media industry over the past 15-20 years, driven by the creator economy and the shift from traditional media companies to tech platforms. AI is highlighted as a key enabler in content creation, workflow optimisation, and audience engagement, offering speed, precision, and new monetization opportunities. The discussion includes examples such as the Premier League, NBA, Peacock, and MLS, showcasing how AI personalization and engagement tools are revolutionising fan experiences and business models.
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