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IABM releases AI/ML Adoption Trends report

Wed 21, 09 2022

Increased cloud adoption drives rise in AI/ML deployment 



IABM has just released an AI/ML Adoption Trends report – one of a series of trends reports which are updated annually to help IABM members stay up to date with key MediaTech business and technology developments.  


The September 2022 AI/ML Adoption Trends report reflects the rapid uptake of these technologies to automate what were previously labor-intensive tasks in a media landscape where data volumes are growing exponentially while speed and accuracy are ever more important in the battle for viewers. 


IABM Members can read the full report here. Key findings of the report include: 


  • AI/ML adoption is growing, reaching 32% in 2022. AI/ML adoption is enabled by the growing cloud adoption and accelerated by COVID-19. 
  • Manage and Produce remain the main deployment areas for AI/ML technology in the M&E industry. 
  • Most AI/ML use cases in content management systems are to automate routine tasks such as metadata tagging, image recognition, audio/video recognition, and speech-to-text. 
  • Data availability is growing, and the cost of data training is declining with wider technology deployment, resulting in more predictable ROI. 
  • Media businesses prefer internal deployment of AI/ML technology, which requires recruiting talent with specific skills, making talent scarcity one of the main challenges for AI/ML adoption. 


“The move to the cloud – accelerated during the pandemic – alongside the explosion in data availability, has driven adoption of AI/ML in Broadcast and Media as companies increasingly look for tools to give them a competitive advantage,” said Olga Nevinchana, Senior Research Analyst at IABM. “They are increasingly turning to AI/ML technologies to encompass more and more operations in the Manage and Produce segments of the BaM Content Chain®. While the major cloud providers now offer a wide range of native AI/ML tools as part of their overall offerings, it’s interesting to note that internal deployment is still preferred by the majority of M&E companies, despite the ongoing scarcity of talent in this area.” 


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