AWS bets on real-time verticalization as the new live workflow
AWS outlines its NAB Show 2026 (Las Vegas, April 18–22) demonstrations and sessions focused on agentic AI for media creation, distribution, and monetization, including workflow automation and archive understanding. A featured capability is AWS Elemental Inference, described as a fully managed service that applies AI in parallel with live encoding to generate 16:9-to-vertical video in 6–10 seconds and integrate with AWS Elemental MediaLive and MediaConvert, with Fox Sports Digital and NBCUniversal cited as users. The agenda also highlights cloud/AI use cases in live sports production and fan engagement with partners and customers including Fox Corporation, NVIDIA, and the PGA TOUR.
Key Takeaways
- AWS Elemental Inference targets real-time mobile outputs by creating vertical video in 6–10 seconds while live encoding runs.
- The service plugs into existing AWS Elemental MediaLive and MediaConvert pipelines, reducing “new workflow” friction for broadcasters.
- AWS is framing agentic AI as end-to-end workflow automation: archive understanding, multi-platform personalization, and faster content operations.
- Live sports remains the proving ground, with NAB sessions featuring Fox’s cloud transformation and AI-driven production examples (e.g., PGA TOUR automation).
- AWS is reinforcing a partner ecosystem narrative (e.g., NVIDIA) around scalable AI infrastructure for fan engagement and production.
Why It Matters
Vertical video isn’t a social team afterthought anymore—it’s becoming a first-class deliverable in the live supply chain. If AWS can reliably generate platform-ready vertical in seconds, “process once, optimize everywhere” turns into a practical mandate: fewer parallel edit teams, faster highlights, and more inventory for mobile-first distribution. The bigger strategic signal is AWS pushing agentic AI as media’s orchestration layer—where value shifts from single-point tools to automated, event-driven pipelines. For streamers and broadcasters, this raises the bar for speed, format proliferation, and cloud lock-in economics.
Read full article at aws.amazon.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source