Artificial intelligence (AI) is set to be a major focus of IBC2026, with discussions extending beyond how the technology shapes entertainment to how it is changing the way media companies work.

AWS will host a week of events, demonstrations at its stand (Hall 5, stand C90) and content sessions aimed at helping media companies deliver personalised viewer experiences across platforms, while meeting the security, compliance and data requirements expected by audiences and regulators. Further details are set out in the AWS IBC2026 attendee guide.

Special events

AWS will speak at the World Skills Café, a forum for the media industry, at the RAI on 10 September from 14:00 to 18:00.

Ahead of the show floor opening on 11 September, AWS will speak at the Hive Group executive breakfast, running from 07:30 to 10:30 at The Traveller at the RAI, where broadcasters, industry leaders and technologists will discuss the technical and commercial realities of changing broadcast infrastructure.

On the evening of 11 September, AWS will host a Women in Media and Tech event at the Apollo Hotel from 17:30 to 19:30. The panel will include Soyoung Lee, co-founder and head of go-to-market at TwelveLabs; Rebecca Moore, vice-president of news production, EMEA at CNN International (CNNI); Sylviane Lecomte, chief discovery and experience officer at Bedrock Streaming (RTL/M6 Groups); and Nina Walsh, global business development leader for media and entertainment, games and sports (MEGS) at AWS. The session will look at how technology is changing entertainment from one-way broadcast into an interactive, multi-platform model shaped by real-time community, culture and cloud scale.

On 12 September, the AWS Studios, Creators and Music team will host a breakfast session from 09:30 to 11:30 at the RAI, Hall 4, Level 2, L103, featuring demonstrations from four studios and creators.

Stand demonstrations

At the AWS stand (Hall 5, stand C90), visitors will be able to create a microdrama – a short vertical video series with episodes of 60–90 seconds designed for mobile viewing – with AI assistance. After selecting film preferences such as genre and character on a tablet, AI agents will generate a script, along with digital environments and wardrobe based on those choices, producing a personalised clip for each visitor.

The stand will also feature demonstrations of AWS services and partner products covering content production, automation of repetitive tasks, multi-channel distribution and revenue generation, alongside open data approaches that allow media organisations to find, use and earn from their content across devices.

Other demonstrations will cover Elemental Inference, AWS’s AI-powered, fully-managed video service, and Amazon Leo, which allows broadcasters to send live video from any location using direct, secure connections to AWS rather than satellite uplinks.

Start-ups and Amazon entertainment

New for this year, the AWS for Startups team will have a dedicated space in the Future Tech Zone (Hall 14, stand B30), featuring demonstrations from four AI start-ups building media and entertainment products on AWS: Compado, Meilisearch, Moments Lab and Plenitas. AWS is also co-sponsoring the IGNITE Startup area with NVIDIA, where Flawless AI, Nomalab, Viznet and Zero One Creative will demonstrate their technology.

Prime Video, Amazon MGM Studios, Amazon Luna and Twitch all run on AWS services available to other customers. At the Amazon on AWS Entertainment Loft, on the second-level atrium outside Hall 5, attendees will be able to try live gameplay, complete interactive walkthroughs and join guided discussions. Demonstrations will include NBA content on Prime Video, AI-powered sports analysis, Prime Video features such as X-Ray Recaps and Jump to Scene, shoppable entertainment, and Luna cloud gaming, including Twitch Playable Ads via Amazon GameLift Streams.

Content sessions

Throughout the week, AWS staff, customers and partners will take part in presentations and panels in the AWS Theater at the AWS stand, featuring contributions from Bundesliga, Flawless AI, Jiostar, Prime Video, Sony Pictures, Twelve Labs, Warner Bros. Discovery, Yahoo and others.

On the Future Tech stage, Adam Jones, director of production technology at Innovative Dreams, will join Sean Wallitsch, senior visual compute solutions architect at AWS, for a fireside chat titled “Real-Time Hybrid Filmmaking: How Innovative Dreams Is Rewriting the Rules of Production”, on 12 September from 10:00 to 10:30. The session will cover how performance capture, LED virtual production and generative AI are changing production, with reference to the series “House of David” and the film “Young Washington”.

AWS will also appear on the IBC2026 Content Everywhere Stage 1 for four sessions (all times local, CEST):

• “How Agentic AI Is Redefining the Media Value Chain”, featuring Chris Ziemer, broadcast and streaming business leader at AWS; Lee; and Gareth Capon, chief executive of Grabyo, on 11 September from 11:15 to 12:00.
• “Beyond the Live Event: How Sports Content Is Expanding Fan Engagement”, featuring Walsh and Paul Boustead, vice-president of product strategy at Dolby OptiView, on 12 September from 12:45 to 13:30.
• “The Value of Cloud for Production: Inside BBC’s Cloud Analysis Journey”, featuring Andy Corp, head of product at the BBC; and Ian Munford, principal media and entertainment business leader at AWS, on 12 September from 11:15 to 11:35.
• “Born in the Cloud: How Untold Studios Rebuilt the Creative Studio for the AI Era”, featuring Ben Moss, enterprise account executive at AWS; and Amaan Akram, chief technology officer at Untold Studios, on 13 September from 15:30 to 15:50.

AWS representatives will be available at the AWS stand (Hall 5, stand C90) and the AWS for Startups stand (Hall 14, stand B30) throughout the show.

Hall 5 Stand C90