Artificial intelligence (AI) is rapidly changing the broadcasting landscape, automating mundane tasks and reshaping how broadcast teams operate. “The goal of AI-powered technology should be to empower creativity, not replace creatives,” notes Bob Caniglia, director of sales operations, Americas, Blackmagic Design. He adds, “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.”
Many industry experts view AI as a tool to free skilled professionals from routine tasks like editing, transcribing, or tagging footage. However, this shift necessitates new proficiencies. Organizations need staff who understand both traditional production and AI-driven processes, including machine learning models, data ethics, and algorithmic bias. Costa Nikols, strategy advisor for media and entertainment at Telos Alliance, points out, “The rise of AI and machine learning places new skills demands on production professionals. While traditionally manual-intensive processes like quality control can be assisted by machine learning tools, users are beginning to take on more data-driven tasks that require them to engage with, and understand, new data outputs and manage automated workflows. This evolution demands a blend of digital-ready intuition and deep technical expertise.”
While concerns about job displacement exist, Jordan Thomas, marketing manager at QuickLink, offers a balanced view: “new opportunities will emerge in areas like AI management, content optimization, data analytics and virtual production.” This highlights a job evolution, not elimination, pushing employees toward specialized roles. To bridge the technology gap, organizations are investing in training programs covering both technical and creative aspects of AI and emerging technologies. Peyton Thomas, product manager at Panasonic Connect, advises broadcasters to prepare their workforce by “adopting software-defined platforms and new transport protocols,” ensuring compatibility with future AI innovations.
Simon Parkinson, managing director of Dot Group, stresses that “technology must shrink the skill gap rather than widen it” for businesses to benefit from AI investments. He emphasizes that “Many technologies, especially within AI, are focused on the user,” designed to work alongside, not replace, human colleagues. Beyond technical skills, adaptability is crucial, given the rapid advancements in AI. Caniglia further advocates for “Promoting continuous education ensures teams can keep pace with technological advances and the latest updates, building confidence and expertise in adopting these solutions.”
As AI integrates further, employees will manage data curation, system monitoring, and ethics compliance, leading to new roles like AI content analysts or data asset managers. These roles require “adapting legacy systems to integrate with AI tools” and training on evolving capabilities, as Thomas explains. Some organizations are also hiring dedicated AI specialists to collaborate with content creators. Steve Taylor, chief product and technology officer at Vizrt, notes that viewing AI as a “time generator” can help teams focus on storytelling. The focus shifts to high-level storytelling and editorial judgments that AI cannot yet replicate.
The AI transformation in broadcasting is ongoing, with varying adoption speeds. Jobs will continue to evolve, but experts agree that embracing AI elevates the human element by fostering creativity and deeper insights. Parkinson concludes, “The real question for broadcasters is how to harness the technology to empower teams, keep audiences engaged, and fuel sustainable growth.” Future broadcast employees will need to understand AI to guide and control it across various applications. The most successful teams will combine technological fluency with the art of storytelling.