Grup Mediapro partners with Microsoft on AI media library

Grup Mediapro has launched an artificial intelligence (AI) and Synthetic Media Laboratory in collaboration with Microsoft, with a focus on research in areas such as market and audience analysis, ad monitoring, accessibility, personalisation of content, voice cloning, and video processing enhancements.

Led by Grup Mediapro’s Artificial Intelligence Center, which was established in 2022, the laboratory aims to explore cutting-edge AI technologies to create innovative business models, products, and services. These efforts will also seek to provide audiovisual professionals with tools to streamline creation, production, and management processes and the potential of Generative AI.

The initiative, which is described by the organisations as the first of its kind in Europe, will be supported by approximately one hundred professionals from both organisations.

The collaboration was announced at ISE in Barcelona with the aim of harnessing the two organisations’ combined expertise to drive innovation in the audio visual industry. With the rapid advancement of AI, both companies said they anticipate a significant transformation in the media landscape.

“Our continual embrace of innovation is something that has defined us as a company for 30 years and is something we always undertake in hand with the top technological partners. AI is going to revolutionize the sector and we must be prepared by creating our own solutions and applications and determining the role AI will take in the audiovisual industry,” says Tatxo Benet, managing partner of Grup Mediapro.

Alberto Granados, president of Microsoft Spain, added: “We are excited about this collaboration, which we hope will mark a before and after in the use of AI in a sector as important as media. There are many use scenarios in which tasks will be made easier for industry members so they can spend more time being creative.”

Grup Mediapro and Microsoft said the partnership would prioritise a people-centric approach, emphasising adherence to legal and ethical standards throughout the development and deployment of AI solutions. The laboratory will focus on upholding principles such as human dignity, autonomy, and the prevention of bias or discrimination.

The AI Center will collaborate closely with Grup Mediapro’s business units, leveraging their expertise in the audiovisual, entertainment, and sports sectors. Additionally, teams from Microsoft Spain and, on a global scale, relevant teams from Microsoft Corporation’s Product and Innovation areas will contribute to various projects as needed.

The first proofs of concept developed under this collaboration were showcased at the Grup Mediapro stand during the ISE 2024 exhibition in Barcelona taking place 30 January 30 to 2 February.