IBC2025 Session Summary: Pushing the Limits: AI Innovation in Live Sports with Formula 1

Reporter Gillian Kelly catches up with content creators Justin Dawson from All Things TechIE Podcast and Laura Wilkes from Communicating for Impact to learn about the latest tech, kit and software that made their must-have list this year. What will help them reach bigger audiences and look better than ever? It’s about smaller, cheaper, quicker and easier!

Moderator Silvia Candiaci (Microsoft) was joined by Aus Alzubaidi (MBC Group), Kathleen Mitford (Microsoft), Olaf Gersemann (Microsoft), and Robin Cole (Microsoft) to explore how AI extends beyond productivity enhancement and into the creative process.

AI production tools formed an essential role in the making of Netflix’s new series Billionnaire Bunker. Migue Amoedo of Vancouver Media, and Netflix’s Victor Marti discussed how AI enabled filmmakers to design sets in pre-production or place characters in a pre-filmed location. “I understand the controversy… it’s like fire, but we have to take the responsibility and we have to lead,” Mr Amoedo said.

Rebecca Hopkins (The STA Group) moderated this Friday afternoon session on the Future Tech Stage; she was joined by Jatin Dev (Google) and Sandeep Tiku (DAZN Group). The session focused on DAZN and Google Ad Manager’s rethink of live sports advertising during the FIFA Club World Cup, with the panelists sharing both challenges and achievements.

Throughout the IBC2025 conference, top-level executives are beginning to concur that 5G has officially stepped out of the proof of concept realm and into real-world sports production scenarios.