139 MEDIA & COMMUNICATIONS says. “Microsoft emphasises responsible AI, and we provide guidelines and tools to help organisations build AI systems that are fair, transparent, and secure. By prioritising ethical considerations, AI solutions can be built that not only deliver value but also maintain the trust and confidence of stakeholders.” Media companies can also rely on Microsoft to help them with the task of leveraging their data for AI solutions, says Candiani. “Good AI starts with good data, so it’s crucial to take a close look at how data is currently handled and identify areas for improvement,” she explains. “Our data solutions enable broadcasters to efficiently store, process, and analyse their data, providing the foundation for AI-driven insights and automation. By ensuring that data is clean, well-organised, and accessible, we help media companies unlock the full potential of AI, leading to more informed decision-making and personalised viewer experiences.” Microsoft can also work with its partners to help integrate AI into existing creative workflows rather than reinventing them entirely. “This allows media companies to adopt new AI tools without disrupting their established processes, making the transition smoother and more efficient,” says Candiani. “By working with industry-leading partners, we ensure that our AI solutions are tailored to the specific needs of broadcasters, enabling them to innovate without compromising on quality or efficiency.” For those companies still unsure about how the new technologies can best benefit them, Microsoft can also provide significant resources to support education and ideation. “By engaging in workshops, training sessions, and pilot projects, we empower broadcasters to envision and implement innovative solutions that enhance their content production and distribution processes,” says Candiani. “This hands-on experience is invaluable in helping media companies understand the potential of new technologies and how they can be integrated into their existing workflows.” Candiani highlights that, though AI-powered solutions are now capable of bringing significant improvements to broadcasting operations, their greatest benefit will be in enabling innovation from media professionals. “It’s not simply about automating repetitive tasks with AI,” she says. “It’s about giving media professionals the extra time that allows them to focus on more creative and strategic activities. That’s what drives the real value.” Photo: Adobe Stock/Kzenon AI solutions are making an impact across every aspect of media production, from content creation to distribution
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