With the rise in popularity of streaming services such as the BBC iPlayer and Netflix , personalisation is key to engaging mass audiences with content tailored to individual preferences to enhance the interest in news, drama, and educational content and the experience of live concerts and sports events. With the rise of generative AI , the way in which media experiences are produced and delivered, from television and films to video games, is rapidly evolving, enabling new forms of hyper-personalised and immersive storytelling. We will outline AI4ME, a collaboration between the BBC and the Universities of Surrey and Lancaster which aims to address the key challenges for personalised content creation and delivery at scale using AI and Object-Based Media (OBM). The ambition is to enable media experiences which adapt to individual preferences, accessibility requirements, devices and location.