Published to Whisper Club: June 1, 2026 ID: TBW2178
Analyst(s): Dr. Doreen Galli
Photojournalist(s): Dr. Doreen Galli
ABSTRACT:
“This Whisper Report investigates which media workflow is AI changing fastest? It distills expert perspectives from NAB Show 2026, spotlighting the workflows where AI is compressing cycles and reshaping execution across teams—signaling where attention should shift next. Cited experts : Tony Abrahams AI Media, Carl Rutman Brightcove, Glen Wastyn Freepik..”
“NAB Show 2026 in Las Vegas convened over 58,000 media and broadcast professionals across production, distribution, and operations. On the show floor, conversations centered on evolving broadcast stacks, asset management realities, creation workflows, and physical infrastructure. Examples on display reflected shifts toward flexibility, scalability, and integration without consensus on where standardization ultimately settles across the industry today.”
The Conference
A community of over 58,000 media and broadcast professionals gathered at the Las Vegas Convention Center.
70% of the attendees were buyers with 48% were first-time registered attendees.
Cautions
Friendly reminder: this research provides examples of what was shared with us at the event, not an evaluation, validation, or recommendation of the given technology.
Just because a technology can do something in general doesn’t mean it will work in your environment. It is critical to validate a technology including its false positive and error rates.
The Lexi Language Layer by AI Media acts as a secure regulated gateway for major broadcasters ensuring captioning and language services meet strict broadcast standards. With an incredible 80% market share, this platform enables AI native tool integration at the final point of broadcast distribution. This in turn enables the capture of valuable viewer and content insights. All of this capability has been moved from a traditional Capex model to an Opex model enabling broadcasters to quickly update their equipment.
Brightcove is all about scale achieved through strategic innovation and investment. In fact, Brightcove was acquired by Bending Spoons resulting in over 20 new major features and capabilities since the closing a year ago. Brightcove brings their end-to-end solution to Broadcasters, Media Networks, Sports Networks, and Publishers.
Moving coverage from the platform to networks, one of the longest desires in broadcasting is the ability to leverage Internet-based flexible workflows. Zixi started with this goal in mind and delivers a dynamic protocol translation including IP. They are excited about the ease with which they enable their customers to create regional variants for thousands of events at once. This enablement spans language, cultural, and local requirements without physical hardware in every market.
WOWZA provides media infrastructure that can run on your laptop, avoiding monthly cloud fees. Their claim to fame is the ability to connect users to live video feeds. Since it can run on a laptop, they are able to operate behind firewalls to provide a video intelligence framework or the plumbing to apply AI. This AI can be applied to live video in real-time. Furthermore, this solution runs on a Java stack enabling portability across Linux, Windows, macOS, and containerized laptops.
Many in media have mountains and mountains of data but have no idea what they have or more importantly cannot find what they want on demand. Axle AI enables semantics search over all your videos. Thanks to an acquisition since we last covered them, they now feature extensive capabilities for photographs as well. If your organization insists data must remain localized for security and data control reasons, Axle AI has you covered. Finally, the solution runs in a browser.
One of the more difficult tasks in media workflows is how to ensure everyone has access to what they need without extensive delays. The IT team worries about the network costs of constantly moving massive amounts of data. In the meantime, legal is terribly worried about having the organization’s IP spread everywhere. Lucidlink prides itself on enabling global instant access to media teams from centralized storage without massive, constant file movement.
Planetcast provides an end-to-end broadcast ecosystem powered by 100% Planetcast intellectual property and code. This ownership enables full control over the infrastructure enabling flexible, hybrid, workflow operations. A key focus today is empowering customers with searchability and meta indexing for asset management.
Endless sessions run throughout the event. For example, here is a quick peek at, “How fortune brands are betting on Creatives”. In this session, it was emphasized that organizations should develop ecosystems and relationships as opposed to strictly transactional. The best relationships have the most impact over time, not just a one-off advertisement hit piece.
So how can one create these wonderful assets? Coming soon to a Library, Media Room, or Shared office space near you is Studiomatics’ One-button Studio Go recording kiosk. Enjoy the demo to understand how easy this sophisticated system is to operate. From auto user detection to integrated digital lightboard, whiteboard, and easy content sharing, everything is automated right to the delivery of the created video.
A software solution that aggregates asset libraries, collaboration tools, enterprise features, Freepik enables IT and security over all AI models. Furthermore, their complete creative studio enables real-time collaboration and offers support and training.
Backpacks are an asset in any industry, but in media many carry sensitive, heavy equipment, particularly cameras and related gear. The Wandrd backpack shared their solution that provides 3 different sizes and 7 colors portfolio. Each pack works with a series of modular interior camera cubes. This flexibility alongside their designs with zippers anywhere you might need one, it’s a fun product to evaluate for your needs if you’re in media or simply want a highly useful, flexible, backpack system.
A common required asset in the media, commercial, LED displays, unlike those of consumers’, are specifically designed for long, often continuous operations. GCL was excited to share that they have a warehouse full of inventory in Dallas, Texas. Their inventory is ready to go them with 3-year local support. GCL has been manufacturing LED displays for 27 years.
After over 50 videos including two livestreams and over a dozen fact checks, our coverage of NAB Show 2026 closes. Registration was quite efficient and was available at every hall of the Las Vegas Convention Center sans South Hall that hosted another event – Wrestle Mania Fan Fest. West Hall featured the AI Innovation Pavilion, Start-Up Pavilion, and Sports Theater. Central Hall hosted the Creator Center, TV and Radio Headquarters as well as a massive networking lounge. North Hall hosted the Main Stage and vendors related to production workflows. The standard transportation options were available at the Las Vegas Convention Center be it the Vegas Loop or taking the West to North Hall connector bridge. Likewise, the standard eateries across West Hall and Central and North Halls including their shared food court.
We always try to bring you fresh vendors in our coverage, but you will recognize many brands in the walkabout from our coverage of prior NAB Shows in 2025 and 2024, as well as InfoComm.
We once again live streamed from on site. On Sunday from North Hall and Monday from West Hall. Specifically, we request those attending to find me to answer Questions 1-6, to introduce all to TBW Advisors LLC, and request assistance. Specifically, I requested assistance on your favorite videos for my syndicated segment on the April 25th nationally broadcast edition of Computer Talk Radio.
We conducted research for six additional forthcoming Whisper Reports for our clients. The playlists are unlisted but available with the video version to be distributed via YouTube Whisper Club upper tier membership area on our YouTube Channel.
Readers and viewers wishing to experience the entire event are encouraged to view the Conference Whispers: NAB Show 2026 Las Vegas Playlist in its entirety. The playlist will be sited in the end screen, description, and as a pinned comment of the video edition.
The video edition will conclude with gratitude towards those that contributed and a montage of responses to Bonus Question, “What’s the best part about attending the NAB Show live in Las Vegas?”.
The 2026 Vegas NAB Show will once again return to Las Vegas Convention Center on April 4-7, 2027.
*When vendors’ names are shared as examples in this document, it is to provide a concrete example of what was on display at the conference, not an evaluation or recommendation. Evaluation and recommendation of these vendors are beyond the scope of this specific research document. Other examples of products in the same category may have also been on display.
“Media companies now favor hybrid cloud workflows for flexibility, speed, and cost-efficiency. Open standards ensure interoperability, while strong security protects valuable IP. Experts stress aligning cloud use with business goals, maintaining control and visibility, and using cloud strategically—not universally—to optimize collaboration, performance, and infrastructure investment.”
Target Audience Titles:
Chief Technology Officer, Chief Digital Officer,
Chief Data Officer, Chief Marketing Officer, Chief Content Officer
VP Engineering, VP Media Technology, Dir Cloud Strategy, Dir Media Ops, Head of post production, Direct of IT Infrastructure
Cloud Solution Architects, Media System engineers, DevOps Engineer, Video Platform Engineer, Broadcast Engineer, Post Production Engineer, Media Workflow Specialist, Software Engineer, Storage and Archiving Engineer, SRE
Key Takeaways
Hybrid workflows balance cloud flexibility with on-prem performance and cost control.
Open standards ensure seamless integration across media tools and platforms.
Strong security protects media IP with access control and audit trails.
Cloud strategy should align with business goals, not just follow trends.
We took the most frequently asked and most urgent technology questions straight to the Technology experts gathering at NAB Show 2025 held in Las Vegas at the Las Vegas Convention Center. This Whisper Report addresses the question regarding what are the best practices for integrating cloud technologies in media workflows?
Its been fascinating to watch the Media’s use of the cloud the last handful of years. As Axle.ai’s Sam Bogoch observed, “during covid people would just put things in the cloud willy-nilly because there was no reason to put it anywhere else. They didn’t go to their offices. There was no on premise. There was no concentration of work.” Furthermore, as Dell Technologies’ Tom Burns pointed out, “The promise of cloud was that you didn’t have to own or maintain infrastructure and that’s been awesome.”
Or as Ross’s David Green observed, “they don’t have to have a large upfront capital investment.” Thus when there was no concentration of workers or work, the lack of capital investment and no need for infrastructure maintenance was quite attractive. But its important to keep in mind as Ross’s David Green further explained, “cloud is just a technology – not a solution.” Thus, in the post-COVID world, Media has been rebalancing how as an industry it works with cloud.
Regardless of where you put your workload for what part of the media workflow, the technologies involved must work together. Latakoo’s Jade Kurian gave us a great example, “if I have one company that does transcription let’s say really really well but it’s no connected to my media workflow. Then if I start using that as an enterprise media company, then the problem is I’ve created something that slows down my team even though I’m trying to make it faster for them.” To prevent the slowdown from incompatible tools, Cinnafilm’s Dom Jackson suggested, “to make sure that all of these technologies are using somewhat standardized APIs and ontologies and so on to allow somewhat atomic solutions to be combined easily into larger workflows.” In other words as Magnify’s Ken Ruck summarized, “the best ways to be open and not be a closed system.” The goal, as summarized by Jade Kurian, “it is all about speed -speed from camera to that pane of glass that exists that somebody’s watching on the other end”
Regardless of where your solution executes or where the media resides, protecting that media is absolutely critical. As Eon Media’s Greg Morrow simply stated, “media companies are built on their intellectual property so protection of their IP is incredibly important.” As warned during our coverage of Conference Whispers: NAB Show 2025, just because a technology can share media, doesn’t mean it does so securely with an audit trail. Lucidlink’s Gergana Berman further cautioned, “a lot of providers out there might claim that they have a very secure solution, but you have to check for yourself.” If this is an area your team is concerned with, clients should book an inquiry before purchasing the technology. In 2025, it is also critical to check the terms and conditions of any AI technologies leveraged. As Gergana Berman further explained, “ make sure their terms and conditions are not saying they can use your media copyrighted media.” Or as the saying goes, don’t use free products for when something is free – you are the product. In this case the valuable IP is the product of the media company for which you are working.
Some solutions have built in capabilities to assist in protecting your intellectual property. Greg Morrow pointed out that Eon Media’s solution has, “three levels of watermarking that we produce So we have produce a visible watermark on the asset and an invisible watermark.” Leostream’s Karen Gondoly perhaps best summarized the totality of the need, “I need to have control of my data. I need to have control of who has access to it. I want to secure that data so I want to make sure that I’m authorizing users correctly. I want to make sure that I’m using zero trust principles when I’m providing access to people. I need visibility. I want to make sure I always know who has access to my data what they’re doing with it where they’re accessing it from.” In other words, I don’t just need to be able to control it, I need a full audit trail of the five w’s for my data. Who accessed, What was accessed, When accessed, Where accessed and Why accessed as depicted in Figure 1.
Today, most media companies have settled into hybrid architectures involving a combination of on premise and cloud technologies. Strada’s Michael Cioni best summarized, “no one can actually put everything in one cloud. There’s too many collaborators. There’s too many different clouds. There’s too many pros and cons to clouds and nobody has enough money to store everything there So I think the best practices for integrating cloud into your workflow is to actually look for alternative solutions that may not use the cloud in the traditional ways and figure out how to collaborate across clouds versus putting everything in one place.” So what should go where? One can observe, those with on-premise based solutions have different answers vs those with predominantly cloud based solutions. Ross’s David Green recommends, “to not start with I want to do cloud the key is to start with whydo I want to use cloud and then figure out who can help you solve those.”
SNS’s Alex Hlvarty cautions, “we can’t control internet outages or data breaches or things like that are mitigated by making sure that you keep your own assets on site in your possession but then utilizing cloud for its very clear benefits as far as making things available to people all over the world through one single portal.” Axle.ai’s Sam Bogoch also likes to keep things he is actively working on close. “on premise the things that you’re immediately working on because it does not make sense to keep asking for them politely from the cloud when you’re getting work done much faster on premise and meanwhile things like archive and backup clearly belong in the cloud.” From a capitalization perspective, Dell Technologies Tom Burn’s recommends an extension of a common metaphor. “let’s think of the old rocks pebbles sand metaphor where rocks are the fully capitalized on prem infrastructure that you need to keep 99.9% utilized and the pebbles are the project-based uses of compute and storage that aren’t part of your base commit and don’t hit your ybudget and the sand is the pure burstable joy that is the public hyperscalers. We’re looking at hybrid workflows that combine all three screening up.”
Once again, clients should schedule an inquiry to review your hybrid media architecture against your organizational priorities.
Published to clients: April 14, 2025 ID: TBW2070 Published to readers: April 15, 2025
Published to Email Whispers: July 16, 2025
Publicly Published with video edition: July 16, 2025
Analyst(s): Dr. Doreen Galli
Photojournalist(s): D. Doreen Galli
Abstract:
After over 40,000 steps, 20 flights of stairs, 8 Vegas Loop rides, 140 minutes of video content spanning education sessions, main sessions and exhibition highlights, our coverage in NAB Show 2025 closes. NAB Show 2025 hosted 55,000 attendees with 26% from 160 countries and 53% being first timers. Various vendors showcased AI-driven media solutions, storage innovations, and advanced workflows. Key technologies included AI for speech translation, video captioning, media format transformation, and virtual production. The event emphasized the importance of secure media storage and collaboration tools, with a focus on AI-enhanced search and metadata creation. Next year’s conference will be held at the Venetian in Las Vegas.
Data storage, data virtualization, identity and access management, networking, cloud computing, hybrid computing, AI vision and audio, metadata, compression and search were all popular technologies found within the solutions.
Cautions
This year’s NAB Show featured an alarming trend for those with corn allergies. Specifically numerous booths in every hall were popping corn throwing the corn protein into the air. Studies show up to 6% of the population potentially have such an allergy with some segments of the population measuring at 15%. Perhaps the LVCC should consider restricting such items in booths for future events.
Just because a storage solution holds your media and makes it easy to access does not mean it is secure and appropriate for the intellectual property for which it is used. Identity and access management must be a part of the storage solution.
While not unique to the Media industry, most data storage solutions have no method to keep track of all the various copies created of a given file therefore potentially leaving the door open for information leaks or data thefts.
Despite also catering to the growing creator economy, ad servers for social media could not be found at this event.
While at NAB Show, we conducted research for three forthcoming Whisper Reports for our clients. The playlists are unlisted but available and will eventually fill in with the video version of the report so you may wish to bookmark these playlists.
NAB has a full schedule of sessions and educational talks for attendees. Main stage in West Hall always has some of the biggest headliners. This year we were able to capture DJ Delilah’s story that she shared as she won her award. It was interesting that early in her career that her merit of achieving exceptional ratings with the audiences was rewarded with a layoff. Main stage also featured an interview with Stephen A. Smith who recently signed the largest contract for a sports commentator that wasn’t a pro-athlete.
We were also able to briefly capture two training sessions by the ever-engaging Luisa Winters. The first session taught drone pilots how to get the best shots to make amazing content. Wishing to learn more about drones and running a drone business? The answer is in our coverage of the commercial drone event, Conference Whispers: CUAV Expo. The second session by Luisa Winters was her event on additional methods to monetize YouTube. Unfortunately, what we captured seemed to be the same advice commonly found online.
Many vendors also had specialized stages such as this partner talk on the AWS Stage. This session focused on the AI content delivery workflow for a multimodal media stack. Finally, we captured the main stage event featuring the Bluemoon AI use case with Dell and NVIDIA on the topic of AI Advanced workflows. The big advice was to train your models locally.
One of the largest problems found in media is where to put all the media! Media is not only voluminous, but it is the Intellectual Property that gives media companies value. The first problem is where to store it so those that need to work with it can. Strada agents allow one to share their hard drive with collaborators turning it into a private cloud. Studio Network Solutions, SNS, gave us an overview of the various methods it enables media professionals to share their media storage for collaboration. As a word of caution, just because a product is at a conference and organizations use it does not mean it is secure. Particularly, there was an alarming lack of identity and access control technology protecting many media storage solutions. For more research on this topic see Conference Whispers: Identiverse.
Some of the solutions exhibited adds in AI for additional capabilities. For example, Axle.ai works with your storage BUT adds AI and search capabilities so one can maximize monetization of their content. Likewise, Eon Media also focuses on adding value to raw media assets leveraging various forms of AI to create the metadata to enable such powerful searches. Interestingly, their solution also enables and facilitates the licensing of such content for the full digitization to monetization spectrum. There was an abundance of solutions that applied AI to your data in your storage as well. For example, Magnify immediately searches your live video including sports video adding critical metadata to the field to reduce production costs and increase content usability.
The next largest group of technologies involves those that go beyond storage or storage and search into the production workflows. TBW Advisors LLC is excited to share that we were able to capture a demo of Latakoo, popular in end-to-end workflow in broadcasting. Furthermore, we had an exclusive interview with Latakoo’s Founders right before they found out they won Best in Show NAB25! This award recognizes their generative video coding to transcribe live video.
Dell had a large display sharing all their latest and greatest in hardware, software, and solutions including those with some of their biggest partners. Dell has always been known for their ability to understand what is required to scale out – something the crowd really seemed to appreciate at NAB. Simple and easy was the goal with the new capabilities highlighted by Ross. Where the solution leverages their components or an industry standard, just drag and drop into the workflow and you are set. As with
While many different terms are used to describe the capabilities derived, the base functionality of many solutions involved artificial intelligence analysis of speech. From the video owner’s perspective, they often seek to have the video translated from one language to another. From the business’ perspective this is called localization. YellaUmbrella provides a pay-as-you-go translation capability for all your content. If you want the video to not only have its sound in another language but attempt to make it look like they are speaking it, also known as dubbing, DeepDub supports 130 languages and is one of the solutions you should evaluate. Another AI use case with speech is to provide in-room captioning for live events. This capability is critical for those seeking inclusive events and is available via MediaScribe.
Additional technologies we found include the critical capability of changing formats – Europe and USA do not use the same formats. Broadcast and streamers do not use the same formats. Cinnafilm is known for high quality media transformations. Cinnafilm’s flagship product, Pixelstrings can even make something 1080p to 4k! If the only transformation you are seeking is clipping it into shorts along with some intelligent search, Opus clips was in the creator’s lab. Another technology from the creator’s lab is the amazing ability to create a 3d augmented reality virtual background by AR Wall. Nominated for product of the year, AR Wall also offered a package with Sony for a huge screen to install for its realization. Keeping on the theme of virtual production, Riverside offers virtual podcast capabilities. Interestingly, all recording is executed locally in order to remove any network delay or contamination in the media. Last but not least, for all those editors and producers using these amazing products, there is KB Covers and Keyboards. Mac or windows or even laptops, editor or producer tools or even analytics, CRM or ERP tools – KB Covers and Keyboards vast array is likely to have a keyboard or cover to assist.
NAB Show 2026 conference will once again be held in Las Vegas, Nevada April 18-22, 2026.
*When vendors’ names are shared as examples in this document, it is to provide a concrete example of what was on display at the conference, not an evaluation or recommendation. Evaluation and recommendation of these vendors are beyond the scope of this specific research document. Other examples products in the same category may have also been on display.
