The AI Journey in Media Technology: A Spectrum of Perspectives
The use of Artificial Intelligence (AI) and Generative AI in media technology has been a topic of discussion at various industry conferences, including NAB. The reality is that not all companies are equally equipped to handle the complexity of incorporating AI into their workflows. The journey to AI adoption can be challenging, and it is essential to approach it with a clear understanding of the potential benefits and challenges. The media industry is often divided into three categories: those that overemphasize the potential of AI, those that underutilize it, and those that have successfully integrated it into their workflows. While some vendors claim to offer AI-powered solutions, their products may not necessarily deliver the desired results. The Three Categories of AI Adoption in Media Technology
• Overemphasis on AI: Companies that focus too much on AI often overlook the importance of data quality and the need for effective integration with existing workflows. • Underutilization of AI: Some vendors may not provide sufficient functionality or may not address the specific pain points of the media industry. • Successful Integration: Companies that have successfully incorporated AI into their workflows have found ways to leverage its capabilities to drive business value.
Audio Tools: A Prime Example of AI Success
Audio tools have been a significant area of focus for companies looking to leverage AI in media technology. Two notable examples are Lingopal and Speechmatics. • Lingopal: Provides real-time AI translation using a cloned voice for existing commentators in over 120 languages. It offers sub-3-second latency and supports regulatory compliance. • Speechmatics: Offers automatic speech recognition (ASR) software that can transcribe 40+ spoken languages into text. It provides sub-1-second latency and is used across multiple sectors, including media and entertainment.
Asset Creation, Verification, and Management: AI-Powered Solutions
Companies like Flomenco and Postud.io are developing AI-powered solutions for asset creation, verification, and management. • Flomenco: Offers a MAM 2.0 product that indexes video assets to create unified data sources. It provides a no-code, drag-and-drop environment for automating media supply chain workflows. • Postud.io: Provides a collaboration cloud-based platform for post-production. It offers a pay-per-use environment where production teams can remotely work using various post-production applications.
Post-Production and Compliance: AI-Powered Solutions
Companies like SnapStream and OpenOrigins are developing AI-powered solutions for post-production and compliance. • SnapStream: Offers a DVR and clipping platform for broadcast TV content. It uses AI to monitor live TV and allow for creation of clips with live side-by-side transcription. • OpenOrigins: Helps media companies fight deepfakes by ensuring content has verifiable provenance. It uses watermarking to establish a trusted chain of custody.
A Key Takeaway
The success of AI in media technology depends on the ability to integrate it into existing workflows seamlessly. Companies need to approach AI adoption with a clear understanding of its potential benefits and challenges. By focusing on discrete tasks and leveraging AI-powered solutions, media companies can unlock new possibilities and drive business value.
Key Implementations
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Audio
- Lingopal
- Speechmatics
- Audioshake
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Asset Creation, Verification, and Management
- Flomenco
- Postud.io
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Post-Production and Compliance
- SnapStream
- OpenOrigins
Conclusion
The use of AI in media technology has the potential to revolutionize the industry. By understanding the different perspectives on AI adoption and leveraging AI-powered solutions, media companies can unlock new possibilities and drive business value. As the industry continues to evolve, it’s essential to stay informed about the latest developments and advancements in AI technology.
