The Impact of AI on the European Broadcast Industry

The Impact of AI on the European Broadcast Industry

Artificial intelligence (AI) is transforming the broadcast industry in Europe and beyond. AI can help broadcasters improve their content creation, distribution, and monetization processes, as well as enhance the user experience and engagement. In this blog post, we will explore some of the current and future applications of AI in the European broadcast industry,.

AI for content creation

One of the main benefits of AI for broadcasters is that it can help them create more engaging and personalized content for their audiences. AI can assist in various stages of content creation, such as:

– Scriptwriting: AI can generate scripts or suggest edits based on data analysis, natural language processing, and storytelling algorithms. For example, IBM Watson collaborated with 20th Century Fox to create a trailer for the movie Morgan, using machine learning to identify the most suspenseful scenes from the film.

– Editing: AI can automate or enhance the editing process, using computer vision, audio processing, and metadata analysis. For example, Adobe Sensei uses AI to enable features such as auto-reframe, which automatically crops and pans videos to fit different aspect ratios, or content-aware fill, which removes unwanted objects from videos.

– Production: AI can assist in the production process, using computer vision, speech recognition, and natural language generation. For example, Reuters uses AI to create automated video summaries of news stories, using text-to-speech and graphics generation.

– Post-production: AI can improve the quality and efficiency of post-production tasks, such as color grading, sound mixing, subtitling, and dubbing. For example, Netflix uses AI to optimize the quality of its streaming videos, using machine learning to adjust the bitrate and resolution based on the network conditions and device capabilities.

– Resource Optimization: AI analytics empower broadcasters to optimize resource allocation, reducing operational expenses and increasing efficiency. For example, predictive maintenance using AI ensures that broadcasting equipment remains reliable and minimizes downtime.

– Content Recommendation and Personalization: AI-based recommendation systems analyse viewer behaviour and preferences to offer personalized content suggestions, boosting engagement and retention. For example, content tagging and metadata enhancement help organize vast content libraries for better user accessibility.

–  Live Broadcasting and Sports Coverage: Real-time AI applications are enriching live broadcasts by providing automated transcription, real-time translation, and instant highlight reel creation. For example, advanced graphics and augmented reality powered by AI create immersive experiences for sports enthusiasts.

AI for content distribution

Another benefit of AI for broadcasters is that it can help them distribute their content more effectively and efficiently. AI can enable broadcasters to:

– Optimize scheduling: AI can help broadcasters optimize their programming schedules based on data analysis, audience preferences, and market trends. For example, BBC uses AI to generate personalized schedules for its iPlayer service, using machine learning to recommend programs based on the user’s viewing history and behavior.

– Enhance discovery: AI can help broadcasters enhance their content discovery platforms, using natural language processing, computer vision, and recommendation systems. For example, Sky uses AI to power its voice search feature, which allows users to find content by speaking natural language queries or using visual cues such as movie posters.

– Increase reach: AI can help broadcasters increase their reach and accessibility across different platforms and regions, using natural language processing, speech synthesis, and machine translation. For example, Euronews uses AI to produce multilingual news videos, using neural machine translation and text-to-speech to generate voice-overs in 12 languages.

AI for content monetization

A third benefit of AI for broadcasters is that it can help them monetize their content more effectively and efficiently. AI can enable broadcasters to:

– Improve advertising: AI can help broadcasters improve their advertising strategies and revenues, using data analysis, audience segmentation, and ad optimization. For example, RTL Group uses AI to power its smart advertising platform SpotX, which uses machine learning to match advertisers with publishers and deliver targeted ads across different devices and formats.

– Enhance subscription: AI can help broadcasters enhance their subscription models and retention rates, using data analysis, customer segmentation, and churn prediction. For example, Spotify uses AI to power its music streaming service, which uses machine learning to personalize playlists, recommend songs, and offer dynamic pricing based on the user’s listening habits and preferences.

– Create new revenue streams: AI can help broadcasters create new revenue streams from their content assets, using natural language processing, computer vision, and content generation. For example, Disney uses AI to create new merchandise from its movies and shows, using machine learning to generate realistic images of characters and scenes that can be printed on various products.

European Broadcast Industry

The European Broadcast Industry continues to embrace AI, with the development of generative AI, personalized content delivery, and AI-driven storytelling on the horizon.

AI will further enhance the industry’s ability to deliver high-quality, engaging content to a diverse and global audience.

As AI technologies evolve, the European Broadcast Industry is poised for even more significant growth, offering innovative and immersive content experiences to viewers while optimizing operations.

European Broadcast Union

The European Broadcast Union (EBU) plays a significant role in shaping the development and deployment of AI in the broadcasting industry. While I couldn’t find specific recent statements from EBU in the provided search results, it’s essential to note that EBU and its member organizations are actively engaged in discussions and initiatives related to AI in broadcasting.

EBU has been at the forefront of discussions regarding the responsible and ethical use of AI in media and broadcasting. They emphasize the importance of transparency, accountability, and maintaining the quality of content while leveraging AI technologies. EBU, as an alliance of public service media organizations, is likely to promote the use of AI in a way that benefits the public and adheres to regulatory frameworks.

In the European context, the deployment of AI in broadcasting is also influenced by EU regulations and guidelines. The European Commission has proposed the Artificial Intelligence Act, which aims to regulate AI and ensure its responsible use. This act is designed to balance innovation and protect the interests of citizens, aligning with EBU’s mission to serve the public interest.

While specific statements from EBU may vary over time, their overall stance is likely to revolve around embracing AI while upholding ethical standards, transparency, and the public service mission of broadcasting. It’s essential to keep up with EBU’s latest publications and announcements for more detailed information on their position regarding AI deployment.


AI is a powerful tool that can help broadcasters create, distribute, and monetize their content in new and better ways. The European broadcast industry should embrace the opportunities and overcome the challenges of AI, by adopting ethical, legal, and technical best practices, collaborating with other stakeholders, and fostering a culture of innovation and learning.