The Record - Issue 9: Summer 2018

64 www. t e c h n o l o g y r e c o r d . c om F E ATUR E A rtificial intelligence (AI) promises to transform the media and entertainment business – impacting everything from content creation to the consumer experience. “AI will influence all parts of the media value chain, helping content creators to be more crea- tive, helping content editors to be more produc- tive, and helping content consumers to find the content that matches their interests and current situation,” explains Rainer Kellerhals, Microsoft’s Media and Entertainment industry lead for the EMEA region. “It will assist human creativity and human curiosity by taking a lot of the leg work out of finding relevant content, navigating large amounts of content, and re-formatting and re-purposing content.” Lorenzo Zanni, IABM’s lead research ana- lyst, agrees. “Media companies can leverage AI throughout their content supply chains to automate operations, drive decision-making and personalise the consumer experience,” he says, pointing towards automatic metadata tag- ging and extraction as an excellent example of one of the most effective use cases of AI today. “Through techniques such as image recognition and speech-to-text transcription, metadata tag- ging is the most widespread application of AI so far. The metadata automatically created by the AI algorithms can then be used to drive content monetisation strategies.” And this is just the start. Zanni says that media companies can also use AI to strengthen their predictive capabilities. “For example, AI tools can be used to predict demand to adjust resources (in on-demand cloud models) or to predict possible disruptions in the content Artificial intelligence offers huge promise for media companies – yet success to date has been reserved for the pioneering few. Here we discover what needs to be done to overcome challenges and ensure the benefits are felt right across the industry BY L I ND S AY J AME S Using AI for advanced media production Media and entertainment software provider Avid has unveiled Avid On Demand, a set of cloud services and solutions that enable content creators to efficiently edit, manage and deliver content and to collaborate across sites and organisations in a completely secure environment with controlled access. The new Avid AI suite forms part of these services and applies machine learning and cognitive services to production workflows in a media-savvy way. For example, users can leverage Microsoft’s Cognitive Services to auto-index content using machine learning algorithms such as facial detection, scene recognition and speech to text indexing, creating a library of rich metadata that can be readily searched. Transforming the media industry with AI Photo: Netflix