Artificial Intelligence (AI) is rapidly changing how broadcast teams operate and the skills they need to succeed. AI-powered tools are streamlining workflows and eliminating repetitive tasks, freeing up time for creative pursuits. “The goal of AI-powered technology should be to empower creativity, not replace creatives,” says Bob Caniglia, director of sales operations, Americas, Blackmagic Design. “By using AI and machine learning to streamline workflows and eliminate repetitive tasks, production teams will have more bandwidth to learn new skills and focus on the creative aspects of the job, including storytelling. Time is a scarce resource in broadcasting, and these tools help make it more plentiful,” Caniglia adds.
Many industry experts view AI as a tool to alleviate skilled professionals from routine tasks like editing, transcribing, or tagging footage. However, this shift necessitates new proficiencies. Organizations require staff proficient in both traditional production and AI-driven processes, encompassing machine learning models, data ethics, and algorithmic bias. Costa Nikols, strategy advisor for media and entertainment at Telos Alliance, notes, “The rise of AI and machine learning places new skills demands on production professionals… This evolution demands a blend of digital-ready intuition and deep technical expertise.”
While some fear job displacement due to automation, Jordan Thomas, marketing manager at QuickLink, offers a balanced perspective: “new opportunities will emerge in areas like AI management, content optimization, data analytics and virtual production.” AI is less about job elimination and more about evolution, fostering specialized roles. To bridge the technological gap, organizations are investing in training programs covering both technical and creative aspects of emerging technologies. Peyton Thomas, product manager at Panasonic Connect, advises broadcasters to prepare their workforce by “adopting software-defined platforms and new transport protocols,” for seamless AI integration.
Simon Parkinson, managing director of Dot Group, emphasizes that technology should shrink, not widen, the skill gap. He states, “technology must shrink the skill gap rather than widen it… thus designed to work alongside the colleague, rather than instead of them.” Adaptability is crucial due to constant AI advancements. Caniglia highlights the importance of “Promoting continuous education… building confidence and expertise in adopting these solutions.” Hands-on demonstrations and trial runs can alleviate apprehension and showcase the benefits of these tools. Future roles may include AI content analysts or data asset managers, blending traditional broadcast skills with modern data expertise. Thomas notes the need for “adapting legacy systems to integrate with AI tools” and training staff to utilize evolving capabilities.
Some organizations hire dedicated AI specialists to collaborate with content creators, ensuring practical AI implementations. Steve Taylor, chief product and technology officer at Vizrt, suggests framing AI as a “time generator,” speeding up less interesting tasks to focus on compelling storytelling. Industry leaders highlight AI’s ability to free human teams to concentrate on high-level storytelling and editorial judgments. While the AI transformation is underway, the pace of adoption will vary. The future necessitates understanding AI to guide and control it across various applications. The most successful teams will combine technological fluency with the art of storytelling.
Parkinson concludes, “The real question for broadcasters is how to harness the technology to empower teams, keep audiences engaged, and fuel sustainable growth.”