Hawk suggests that Microsoft is in a unique position as a leading developer of AI services to support the efforts of media companies as they explore the use cases that will deliver the most value for them. “Media organisations have access to our growing catalogue of 1,700 AI models, including the latest from OpenAI as well as smaller specialised models, like our own Phi-3 family,” says Hawk. “Integrated development tools help teams quickly compare and evaluate models against use cases, like content creation, personalisation, or distribution, so organisations can be confident they choose the right model for the job. Our platform also features seamless integration of data – wherever it lives – along with scalability and flexibility to handle large volumes of data and complex AI models. This helps ensure media companies can deliver highquality, personalised content to their audiences.” Microsoft is also collaborating closely with its partners in the media sector to help them develop the new AI solutions that will transform the industry. On the production side, Avid Technology’s Azure AI Video Indexer allows media companies to automate metadata enrichment and enhance search capabilities, enabling them to find and monetise their content more effectively. Harmonic’s AI-driven platform, meanwhile, is improving video delivery by enabling real-time extraction of key events and highlights, which creates opportunities to deliver personalised content to viewers based on what they are most interested in. Content distribution is also being transformed, with MediaKind’s AI-powered solutions for brand recognition and targeted adverts significantly improving the effectiveness of advertising. Microsoft is working with Sony Honda Mobility to personalise its in-vehicle media experience, while Evertz Microsystems is integrating Azure AI into live production tools. “We love seeing the many ways our media partners help customers innovate across their entire value chain,” says Hawk. “These partners exemplify how collaboration with Azure is driving innovation across the media industry, from content creation and management to distribution and monetisation. As AI technologies evolve, we expect even greater innovations that will reshape how media is created, delivered and consumed.” “ We love seeing the many ways our media partners help customers innovate across their entire value chain” MEDIA & COMMUNICATIONS Sony Honda Mobility’s Izumi Kawanishi joined Jessica Hawk on stage at this year’s CES event to demonstrate the new personalised in-vehicle media experience of the Afeela prototype electric car 137
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