As audiences consume more content across more platforms, media companies are turning to AI to meet the demand for speed, scale and personalisation. New AI solutions are doing more than just automating workflows: they are being used across the content lifecycle from ideation and creation to distribution and consumption. This session will look at the application of AI in workflows and the implications for content storage, architectures: can static archives be transformed into active assets? The discussion will also address the AI/ML processing of large media assets up to 8K.