Tens of thousands of people from all corners of the globe come together for the annual IBC Show that corrals broadcasters, streamers, technology providers, media innovators, and many more. You can see bold ideas taking shape across giant screens and feel the energy of an industry that continually seeks to entertain and educate. As I walked through the event, a lot of us noticed that artificial intelligence (AI) was everywhere. And I mean everywhere.
AI was on banners, demo stations, and countless product brochures. If you were to believe all the signage, you might think that AI had single-handedly built every piece of software, powered every workflow, and solved every problem in the media and entertainment industry overnight.
Of course, AI truly can be transformative. It can help to shape how we produce, distribute, and secure content. But as I observed booth after booth, I couldn’t help but feel that AI had become a bit of a marketing reflex. It seemed that, in many cases, AI was being used more as a buzzword than a true description of what the product or service does.
Cutting through the AI noise at IBC
At Verimatrix, we absolutely embrace AI, but we do so with intention and deep purpose. After all, our customers depend on us to literally protect their revenue. AI isn’t a magic word that makes a product innovative. It’s a tool. A powerful one, yes, but still a tool that must be thoughtfully applied to real-world issues.
What I saw at IBC reinforced something I’ve long believed: it’s not about how loudly you talk about AI. It’s about how smartly it is deployed.
When it comes to protecting high-value video content and fighting piracy, AI can make a measurable difference. For example, AI-driven analytics can scan masses of data and detect patterns in illegal streaming behaviors much faster than humans ever could. Machine learning models can help identify suspicious traffic or anomalies across enormous data sets, alerting operators to potential threats in real time.
That’s the kind of AI that matters—AI that makes security more proactive, efficient, and effective. But slapping an “AI-powered” label on every product, whether it truly applies or not, doesn’t really help much. In fact, it risks diluting the real value of the technology.
I spoke with several attendees who shared that same sentiment. It’s clear that they are excited about AI but also wary of the noise and associated marketing efforts. They want to see proof, not just promises.
That’s where Verimatrix takes a notably powerful stance. Our mission has always been to make security as seamless and unobtrusive as possible for our customers. When we integrate AI, it’s not for show but rather for smarter threat detection, sharper analytics, and fast responses.
Staying grounded amid the “AI gold rush”
AI helps our customers save time, reduce manual overhead, and stay ahead of evolving piracy tactics. It’s not there to decorate a product sheet; it’s there to deliver measurable value.
And that was my biggest takeaway from IBC 2025: as an industry, it’s important to remain grounded.
AI is clearly becoming an essential part of the media technology landscape. However, not everything needs to be branded as AI-driven to be valuable. Sometimes the best innovations are those that quietly make workflows smoother, content delivery more reliable, or security stronger.
In many ways, IBC is a reflection of where the industry’s head is at. And this year’s show made it clear that we’re in the midst of an ongoing “AI gold rush.” But just as with any gold rush, there’s a difference between those who are truly mining something valuable and those who are just selling shiny tools.
At Verimatrix, we’ll continue to invest in AI where it serves a clear purpose. That’s especially true in areas such as data-driven threat intelligence, automated content protection, and operational efficiency. But we’ll also continue to talk about AI with the realism it deserves.
Walking out of RAI hall after a few busy, inspiring days, I was reflecting on how the media industry is so full of passionate, creative minds that are shaping what’s next. And that’s exactly why gatherings like IBC matter so much. They remind us that, beyond the marketing hype, what truly moves this industry forward are real innovations solving real problems. That’s something Verimatrix remains deeply committed to.
