NAB Show 2024: Harnessing GenAI for media's next frontier

As the curtains fall on the NAB Show 2024, the buzz around General AI (GenAI) continues to reverberate through the media industry. This year's exhibition, hosted in Las Vegas, was not only a showcase of technological advancements but also a litmus test for the practical application of AI in media. Leading the dialogue was Qvest, a frontrunner in digital transformation, whose insights at the show provided a crucial roadmap for media leaders navigating the GenAI landscape.

One of the major takeaways from the event was the disparity between the hype and the actual availability of AI solutions. While AI was a common buzzword among the 1,175 vendors at the show, only about 16.7% were actively selling AI and machine learning solutions. Vanessa Fiola, EVP and GenAI Practice Co-Leader at Qvest, noted, "There's a lot of talk about AI, but actual solutions that businesses can implement are fewer and far between." This sentiment underscores a gap between enthusiasm for AI's potential and its market readiness.

Another significant issue highlighted at the show was the variability in AI-powered translation services. Tobias Froehlich, CPO at TeraVolt (a Qvest Company), pointed out that translation error rates could vary widely, depending on the language and the choice of service, sometimes exacerbating misinformation and affecting customer relations. This underscores the need for robust and reliable AI solutions to ensure consistency across various languages—a critical factor in broadcasting sectors like live news and sports.

Hyperpersonalization emerged as another trend, with AI's promise extending beyond technology to shaping content uniquely for every viewer. According to Peter Noethen, CEO of Qvest, within a year, no media company will produce content without leveraging AI at some point in their supply chain. This trend is revolutionizing how content is crafted, making it adaptable to individual preferences and transforming media consumption patterns.

The volatility of the AI market was also a focal point, with many new AI tools emerging and just as many exiting the market swiftly. Roman Holzhause, CTO of qibb, emphasized the importance of being vendor-agnostic to navigate this shifting landscape without disrupting media operations.

Competing insights from the show echo these themes. Emphasizing the integration of GenAI with human-centric strategies, Christophe Ponsart, EVP at Qvest US, advocated for a balanced approach to GenAI adoption, ensuring that technological innovations enhance rather than disrupt the creative process. This strategy not only caters to operational efficiency but also enriches audience engagement and content personalization.

As media companies stand at a critical juncture of technological transformation, the NAB Show 2024 has laid out a clear and urgent need for thoughtful adoption of GenAI. The insights provided by Qvest during the event highlight both the immense potential of GenAI across the media spectrum and the necessity of aligning these tools with human insight and creativity.

This year, the NAB Show has not only showcased the current state of GenAI in media but also charted a path forward for companies ready to embrace this new era. The journey ahead involves a delicate balance of adopting cutting-edge technologies while nurturing the invaluable human element that remains at the heart of creative industries. As we look to the future, the integration of GenAI promises a more dynamic, inclusive, and engaging media landscape for all.