Grup Mediapro and Google Cloud join forces to promote generative AI in all types of productions

Within the framework of ISE 2025 (February 4-7, Fira de Barcelona), Mediapro Group has unveiled an expanded collaboration with Google Cloud to shape an innovation laboratory specialized in the application of generative artificial intelligence (gen AI) for the media and entertainment industry.

Mediapro, which began its collaboration with Google Cloud in 2023 with different proofs of concept, will be based on the AI technology of Google Cloud to develop specific AI solutions for the audiovisual market. The first initiative of this laboratory, in which experts from both companies will collaborate, will be the development of a creative suite to generate images and videos with AI. This solution is being created to provide creative profiles with an environment “private and secure” to create generative images and videos, without the need for technical knowledge and with access to advanced features that will allow them to make the most of their creativity.

The collaboration between both companies, presented during ISE 2025, also includes the experimentation with Gemini models to generate assistants personalized to the needs of creators. This model, which is being developed “in the long term”, proposes a collaboration model in which the creator will always be in the decision center and you will be the one who defines what type of assistance you want to carry out your work in a more agile way.

Likewise, Grup Mediapro exploring the multimodal capabilities of Gemini models to multiply the value of the content by the automatic labeling, which will allow, for example, intelligent archiving or the generation of summaries and highlights of any type of audiovisual content.