Video, gaming and the metaverse: how AI is helping transform media and entertainment
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AI has made inroads into most vertical industries, supported by increasing investments and unprecedented innovation. The scope of its application is continuously expanding, with uses ranging from behind-the-scenes efficiency improvement through self-optimisation (autonomous system action in response to changing system conditions) to a richer and better user experience. In this report we analyse AI developments in the digital media and entertainment sector, specifically in the areas of video, gaming and the metaverse. We also discuss the implications of AI's application for various industry players.
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IBC 2025: AI dominated the scene but it was not the only area of innovation and developments
The 2025 edition of IBC, one of the largest annual gatherings of the media and entertainment industry, had nearly 44,000 attendees from over 170 countries, with 1,300 exhibitors showcasing innovations and cutting-edge technology. AI was the dominant theme at the show, with a focus on generative AI and agentic AI. But there were also key developments in free-to-air TV and an uptick among vendors looking to increase interactivity to generate customer stickiness.
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Like at most other technology shows today, AI was ubiquitous at IFA 2025 – the European consumer electronics show – and the growing application of advanced AI, including generative AI, was clear to see. There were also notable developments across the smart home, wearables, smartphones, home robots and gaming.
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