With content production rising by 6.7%, the pressure on creative storytelling intensifies. The demand for fresh, engaging material is surging, driven by streaming's growth, yet profit margins are tightening. Editors and artists must produce more with fewer resources, all while adapting to a shrinking talent pool and a globalised workforce. To address these challenges, media companies are exploring innovative strategies, including repurposing archived content and attracting diverse talent, but operational efficiency remains a key focus.

In this session, we explore how semantic technologies offer a transformative solution by enhancing our understanding and management of content. These tools help bridge the gap between raw data and creative storytelling. They enable systems to process and interpret human language meaningfully, providing creatives with enhanced tools that streamline content discovery and management.

Core technologies include:

Large Language Models (LLMs), which facilitate natural language processing and contextual content retrieval.

Semantic Embeddings, that allow for intuitive content discovery through multi-dimensional representations.

Knowledge Graphs, which organise and connect information to reveal valuable insights and relationships.

For instance, when crafting a news story, semantic technologies can swiftly link related content, saving time and enriching narratives. In film production, these tools seamlessly integrate information across various sources, enhancing efficiency.

Looking forward, Avid Ada, the engine that powers Avid’s AI solutions, demonstrates the shift from traditional media asset management to advanced knowledge management, aiming to boost storytelling efficiency while preserving essential human creativity. Embracing these technologies will empower creatives to tell better stories and stay ahead in a competitive landscape.