AI? What’s that?!

The rise of streaming services and the ever-growing popularity of mobile devices, has long been forcing traditional broadcasters to rethink how they create and deliver content. One of the most promising technologies that is helping broadcasters to adapt to this changing landscape is artificial intelligence (AI) that is being used to automate tasks, improve efficiency and create new content experiences that are more engaging and interactive than ever before.

Thus, how AI is changing content production? AI’s role is already substantial and continues to expand. There are numerous examples of AI’s existing integration into everyday broadcast, live production, filmmaking and post-production. One of the most common applications of AI across this landscape is subtitling and captioning, in which AI automatically transcribes audio into text very quickly with a high degree of accuracy, making it super cost-effective, more scalable and more adaptable across multiple languages and territories. Overall, this means businesses can take important steps towards the most accessible and inclusive content possible, whilst still managing their resources efficiently.

Another interesting impact of AI we observe is in virtual studios. This is especially visible in live events, such as sports broadcasts and news coverage where AI is being used to automate tasks such as camera operation, video editing and even sound generation. The effective use of AI here not only increases production efficiency, reduces room for human error and increases audience engagement, but also allows humans to focus on more creative tasks, such as storytelling and directing.

However, despite these advancements, it is still critical to acknowledge the limitations of AI. Simply, it cannot replicate the creativity and intuition that humans have, meaning content may lack the ‘human touch’ in terms of emotional nuances and expression. It is also important to recognise the high initial costs of implementing the technology, as well as various ethical and security questions that AI raises.

Here we start wondering how the future of artificial intelligence might look. The potential to revolutionise the broadcast industry is undeniable and we can certainly expect to see even more innovative and exciting applications, however we can’t wait to see how the collaboration of both humans and AI technology unfolds together.

Copy of Untitled Design (1) Written by Judy Michalska