FEATURE “Flexibility is key,” says Candiani. “With cloud technology, broadcasters can swiftly adjust their resources based on demand, something traditional infrastructure simply can’t provide. This dynamic scalability ensures high performance and reliability without the need for substantial upfront investments in physical infrastructure.” Cloud platforms can also enable media organisations to adapt to the changes in today’s work environment, as employees move to work across different locations. Teams spread across the globe can securely access content and workflows from anywhere, accelerating production timelines. “The ability to work collaboratively, regardless of location, also opens up opportunities for broadcasters to tap into a global talent pool, bringing diverse perspectives and expertise to their projects,” says Candiani. “This eventually shows up in the quality of content your teams are producing.” The wide variety of benefits to cloud-based, AI-enhanced workflows are already bringing substantial rewards to those organisations who have embraced the technology. According to The Business Opportunity of AI report by IDC, for every $1 invested in AI, companies are realising an average of $3.70, with some organisations seeing returns as high as $10.30. Such substantial returns are encouraging more media companies to invest in AI solutions. For some, however, concerns remain around how the technology can be implemented while maintaining compliance with security standards. In an industry that relies on audience trust and content integrity, it’s essential that AI is used ethically. According to Candiani, this is one of the main reasons Microsoft is “uniquely positioned” to help broadcasters in their AI ambitions. “Our commitment to trustworthy AI helps broadcasters navigate the complexities of AI adoption while maintaining the highest standards of security and compliance,” she “ Our commitment to trustworthy AI helps broadcasters navigate the complexities of AI adoption” Photo: iStock/okugawa 138
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