Following a roundtable on AI at IBC2025, Marcin Remarczyk, Head of Media Consulting EMEA at Cognizant, shared the talking points that were top of mind for the media and entertainment leaders in attendance.
The roundtable, co-hosted by Cognizant and Google Cloud, centred around the recent development of AI from proofs of concept (POCs) to proof of value (POV) demonstrations, as deployments grow more focused on core business functions.
According to Remarczyk, interest in agentic AI has increased as broadcasters seek to improve the monetisation of existing assets. In this arena, two key solutions were discussed. The first was the technology’s ability to increase the speed of workflows, while the second explored the potential for repurposing old content. However, in the latter, key executives warned that this practice risks jeopardising the balance of quality vs quantity, which is key to striking a profitable advertising arrangement. Overall, he expects that research into audience desires and user journeys will be important to create excitement for AI use cases in the media industry.
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Media Cartographer Evan Shapiro will present his latest findings on the Creator Economy at IBC2026, during two sessions on 12th September. To celebrate, IBC365 has released a special four-part interview with reporter Sarah Burbedge, shot during IBC2025, where they discuss the state and direction of the legacy media industry as it faces down a host of new challenges from YouTube, Instagram, and TikTok.
Digital, free-to-air TV channel to rival big tech
In celebration of the company’s 100-year anniversary, Raymundo Barros, CTO of Globo, shares his vision for the future, at IBC2025.
