TVBEurope – Looking forward: key industry figures on AI and media tech in 2025

As we say goodbye to 2024, TVBEurope hears from key figures from across the industry who share their expectations for the new year ahead. In the first of a series of features, we focus on the role AI will play throughout 2025.

Sam Peterson, COO, Bitcentral

Generative AI has begun to expedite news production workflows by automating content discovery, tagging, and repurposing, enabling faster and more efficient editorial processes and giving news producers more time to focus on creative storytelling.

Generative AI, with its ability to analyse and enrich metadata, is making vast content archives more searchable and accessible. This allows media companies to surface relevant clips quickly, repurpose content for different platforms, and focus more on creative storytelling rather than labour-intensive cataloguing tasks.

In 2025, generative AI will continue to evolve, becoming even more integral to workflows. Metadata-driven tools will enhance real-time content creation capabilities and support increasingly personalised direct-to-consumer models. By leveraging richer and more contextually relevant metadata, broadcasters will gain deeper insights into audience behaviour, enabling them to offer highly targeted recommendations and engagement strategies. As costs continue to be optimised in using more advanced visual analysis the gains for metadata creation will be further enhanced.