AWS debuts its new managed service to automate live verticals for mobile at NAB 2026

Elemental Inference, solution managed by AWS which solves the challenge of adapting content to mobile viewing windows in vertical format by taking advantage of AI, leads the news from the Amazon company in view of the imminent celebration of NAB 2026 (April 19 – 22, Las Vegas).

Visitors to the stand will be able to discover how AWS allows the automation of tasks and workflows. To do this, the company will use the Agentic AI, a key tool to accelerate the “creative process, monetize video files or distribute personalized content on multiple platforms” without the need for “manual coordination.”

Among the numerous services and solutions presented at the stand, AWS Elemental Inference stands out, with which the company claims to have solved a critical rectum for the stations and streamers: Reach mobile audiences in real time. The new managed service applies AI in parallel to live video encoding, allowing broadcasters and streaming platforms to automate vertical video creation 16:9 in 6-10 seconds.

In this way, both broadcasters and streamers can adopt an approach defined by AWS as “render once, optimize everywhere” when creating next-generation entertainment experiences. The service integrates seamlessly with existing workflows of AWS Elemental MediaLive y MediaConvert, and clients like Fox Sports Digital y NBCUniversal They are already benefiting from its real-time creation capabilities.

AWS Theater: 20 sessions with industry leaders

AWS will also take advantage of its presence at NAB to offer knowledge in the form of conferences and master classes. The firm will host more than 20 sessions in your AWS Theater with brands like Prime Video, AMC, Sinclair, Fan Duel, the National Basketball Association (NBA), Graham Media and an AI Studio Startup Spotlight, while providing visitors with practical technical workshops from the new Builder Lab, located in the back of the AWS Theater. Likewise, the Amazon Entertainment Loft will host an exhibition of the many ways AWS technology services like Amazon Luna, Prime Video and Fire TV behind the scenes.

The Amazon division has also confirmed the experience AWS for Women in Media: Walk the Floor, an initiative that will take place on April 19 from 4:00 p.m. to 5:00 p.m. in which women from the media and technology fields will meet to learn about the latest innovations from some of the AWS partners.

Besides, AWS will participate in several presentations throughout the week, including a main stage session on Monday focused on Fox Corporation's cloud transformation journey. AWS will also speak in three sessions on Tuesday during the Sports Summit, which will explore how production, distribution, investment and policy are redefining live sports experiences and generating new revenue. Among the talks stand out “The next generation of AI and content” (April 19, 1:00 p.m. – 1:45 p.m.), “The Future of Streaming: Fox's Cloud Transformation Journey with AWS” (April 20, 12:45 – 1:45 p.m.); “The Intelligence Layer: How AI Technology is Shaping the Future of Content Delivery and Experience” (April 20, 2:45 p.m. – 3:45 p.m.); “The fan experience reinvented” (April 21, 2:00 p.m. – 2:45 p.m.); “AI in sport: from data to dynamic experiences for fans” (April 21, 3:00 p.m. – 3:35 p.m.), and “How the PGA TOUR launched automated broadcast production” (April 21, 3:45 p.m. – 4:15 p.m.).