Agentic AI: the next revolution in the broadcaster supply chain

On this platform, Zeenal Thakare, senior vice president of enterprise solutions architecture at Ateliere Creative Technologies, introduces agentic AI, a concept that will be talked about in 2025 and is preparing its landing among broadcasters and content owners.

Let's give a jump to the future and imagine a world in which we can schedule, locate, prepare, label, package and deliver assets to platforms and destinations; All without having to deal with multiple teams, emails, overlapping technologies, and hours of coordination. This could be the agentic experience in an end-to-end media supply chain.

Currently, our industry is in the brink of revolutionary change, driven by the rise of agentic artificial intelligence. Unlike traditional AI systems, which rely on predefined algorithms and user instructions, agentic AI demonstrates autonomy, adaptability and capacity to make decisions proactively. This evolution is reshaping all facets of the media landscape: from content creation and distribution, to audience engagement and monetization strategies.

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The reason for the agentic experience

Why settle for obsolete processes when you can take advantage of specific, agile technology adapted to your needs? Agentic AI, characterized by its ability to make decisions, take action and adapt to changing environments, can significantly improve media supply chain workflows.

The Agentic AI can make decisions and adapt to environments changing.

The ability of agentic AI to act autonomously While continuously learning, it becomes a transformative tool. Creatives can free themselves from repetitive tasks and focus on what really matters: tell innovative stories. Extensible and efficient, it integrates seamlessly into existing systems, fostering deeper collaboration between humans and machines. What's the score? One more media channel smart, fast and impactful, designed to meet the demands of today's industry.

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Reinventing content creation

Agentic AI has introduced unprecedented efficiency in the content creation. Thanks to it, autonomous systems can analyze huge data flows to identify trending topics, create compelling narratives and even generate multimedia content. For example, AI-powered tools such as generative design programs can produce articles, videos, and podcasts tailored to targeted demographic groups in minutes. This capability will allow media companies to produce hyper-personalized content at scale, improving audience engagement and retention.

Agentic AI can analyze huge data flows to identify trending topics and even generate multimedia content.

Furthermore, agentic AI is already promoting collaboration between humans and machines. Leveraging this technology to perform repetitive tasks such as transcription, metadata tagging, fact checking, and data visualization frees up creatives to focus on investigative journalism, ideation, and innovative storytelling. This symbiosis is giving rise to a new era of diverse, high-quality content that meets the demands of global audiences.

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The transformation of distribution and personalization

In the field of content distribution, artificial intelligence is changing the rules of the game. These intelligent systems can customize content autonomously, taking advantage of real-time data on users' preferences, behaviors and consumption patterns. Furthermore, these platforms powered by agentic AI offer audiences a seamless experience by delivering the right content at the right time through the most appropriate channel, whether it is a streaming service, a social media platform or an augmented reality device.

These intelligent systems can personalize content autonomously, taking advantage of real-time data on preferences o user consumption patterns.

For the media, this level of precision opens new avenues for targeted advertising and subscription models. By predicting user needs and tailoring their offering, businesses should experience improved conversion rates and customer loyalty. Additionally, agentic AI systems are actively exploring untapped distribution opportunities such as emerging markets and niche audiences, allowing media outlets to expand their reach like never before.

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Improving public participation

Interactive and immersive experiences have become the hallmark of modern media, and artificial intelligence is one of the big drivers of this transformation. The virtual presenters, chatbots and the influencers generated by AI are bringing together audiences in real time, offering custom responses and promoting a feeling of connection. Agentic AI is also driving virtual and augmented reality, creating immersive narrative experiences that transport audiences to the heart of the narrative.

Agentic AI enables the public to become cocreador, customizing plots, characters or outcomes in real time.

This technology also allows the public to become cocreador. Agentic AI systems allow viewers personalize plots, characters and outcomes in real time, blurring the lines between passive consumption and active participation. This change not only increases user satisfaction, but also provides media outlets with valuable information about audience preferences and trends.

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Ethical considerations and challenges

Although the potential of agentic AI in the media sector is immense, it also raises important ethical and operational challenges. Concern about technology deepfake, misinformation and data privacy have been accentuated with the arrival of autonomous systems. If this autonomous AI makes a harmful decision, it may be difficult to determine responsibility. Is the fault of the creator, the user or the AI ​​itself? Media outlets must put in place strong ethical frameworks and governance structures to mitigate these risks and ensure responsible use of AI.

On the other hand, the widespread adoption of agentic AI may lead to the job replacement, especially in functions that involve routine tasks. However, it also presents opportunities to upskill and create new job categories focused on AI management, supervision and collaboration to support these replaced workers.

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The road ahead

As we move into 2025, the integration of agentic AI into the media industry is underway. call to spread. Future advancements are likely to include AI systems capable of cross-cultural storytelling, real-time language translation, and even developing predictive content based on consumer trends and historical data.

Snap IA autónoma take one harmful decision, could be difficult to determine responsibility. Is it the fault of the creator, of the user or one's own IA?

He transformative impact of agentic AI is undeniable. If this technology is adopted responsibly and innovatively, the media industry can usher in a new era of creativity, connectivity and inclusion. However, finding the right balance between innovation and ethical responsibility will be key to realizing the full potential of this revolutionary technology. The future of content creation will probably go through a hybrid model in which human creativity is seen powered by AI capabilities. AI systems will take care of routine tasks and allow creators to focus on high-value creative work.

The media must prepare for the technical requirements of AI integration. Invest in a robust data infrastructure to support AI systems, develop technical expertise within organizations, and create flexible systems that can adapt to AI capabilities will need to underpin your transformation roadmap.

Los media must prepare for the technical requirements of the integration of the IA, how to invest in a robust data infrastructure or create flexible systems that can adapt to their abilities.

As the sector evolves, so should the regulatory environment that surrounds AI in the media framework. Industry standards for the use of AI in content creation, transparency in AI-generated content and the evolution of copyright and intellectual property frameworks will play a central role.

Ultimately, the integration of artificial intelligence in the media sector will mean a fundamental change in the way create, distribute and consume content. Success in this new landscape will require a balanced approach that leverages the capabilities of AI while maintaining creativity, editorial integrity and ethical standards. Organizations that can navigate these changes effectively, while continuing to focus on quality and authenticity, will be best positioned to prosper in the changing media landscape.

Zeenal Thakare

Senior Vice President of Enterprise Solutions Architecture Ateliere Creative Technologies