AWS for M&E Blog

AWS at IBC 2025: Agentic AI and a decade of AWS Elemental

Agentic AI reigned as one of the most popular themes at the 2025 International Broadcasting Convention (IBC) in Amsterdam last month. Amazon Web Services (AWS) featured more than 16 agentic AI demonstrations at the AWS stand. We showcased how the AI agents can empower media organizations with AI-powered content orchestration, data-driven operations and agentic workflows to optimize their media supply chains and archives. These demonstrations, along with other generative AI-focused workflows shown at the stand, included AWS AI services and features (such as Amazon Bedrock AgentCore, Amazon Q, and Kiro).

The AWS stand also featured 56 AWS Partners that are helping shape the future of media and entertainment (M&E). Demos across the stand emphasized the latest cloud and AI technologies helping customers across broadcast, streaming, media supply chain, and monetization. There was also a dedicated Builder Zone and Generative AI Zone offered attendees more technical deep dives.

Visit the IBC 2025 AWS demos page to check out the latest advancements to accelerate content creation, reduce costs when connecting workflows, and maximize the value of content to captivate audiences.

AWS booth at IBC showcasing technology demos

AWS demonstrated the technologies and top use cases that are shaping the future of the M&E industry across 43 demos in our booth covering 3 main themes: Create Connect, Connect Workflows, and Captivate Audiences.

Awarding-winning innovations

The International Association of Broadcasting and Media (IABM) hosted the inaugural IABM Impact Awards at IBC 2025. The Time-Addressable Media Store (TAMS) on AWS demonstration secured the Industry Partnership Award for showing how the cloud is transforming the way news is created, exchanged and monetized.

TAMS is an open-source API specification developed by the BBC Research and Development team. The TAMS on AWS demo at IBC showcased next generation news distribution from Reuters, with live content captured from the floor of the United Kingdom (UK) Parliament and replicating it in near real time to multiple news organizations simultaneously.

Time-Addressable Media Store (TAMS) team accepts the Industry Partnership Award.

The team who developed the Time-Addressable Media Store (TAMS) demo accepted the TVBE Industry Partnership Award at IBC 2025.

Media Quality-Aware Resiliency (MQAR), an integrated capability between Amazon CloudFront and AWS Elemental Media Services, was also recognized with an IBC Best of Show Award from TV Technology. MQAR provides automated, cross-region origin selection and failover, ensuring viewers receive the highest quality streams without interruptions.

AWS Elemental Media Services team accepts the IBC Best of Show Award for MQAR.

The AWS Elemental Media Services team accepts the IBC Best of Show Award from TV Technology for Media Quality-Aware Resiliency (MQAR).

Commemorating a decade of AWS Elemental

Heading into IBC, AWS celebrated ten years of innovation since the acquisition of Elemental Technologies. The incredible milestone inspired employees, customers, and partners to reflect on the amazing collective achievements of the decade and envision what’s to come. The AWS stand featured an homage to the impact of AWS Elemental with a timeline showcasing how the company has supported more than 1,500 customers worldwide. Then, on Sunday, September 14, 2025, AWS capped the anniversary celebration with a lively party at the Heineken Experience venue—a most memorable way to usher in the next decade of innovation.

AWS celebrates the 10-year anniversary of the Elemental Technologies acquisition at a customer party.

Greg Truax. Director, Live Video Services, AWS Elemental and Nina Walsh, Global Business Development Manager, AWS, provided stories and remarks about the 10-year anniversary of AWS Elemental at a customer celebration on Sunday, September 14th.

Interest in Digital Sovereignty on AWS

The AWS European Sovereign Cloud received substantial interest at the show, and this year, the Builder Zone featured experts on Digital Sovereignty at AWS. Expected to launch later this year, the AWS European Sovereign Cloud will be entirely located within the EU, physically and logically separate from other AWS Regions. It will be backed by strong technical controls, sovereign assurances, and legal protections required by European governments and enterprises.

Community connections

Beyond the stand, AWS teamed up with NVIDIA at IBC to sponsor the Future Tech Hall. AWS technical leaders, AWS Partner Network (APN) partners, and customers engaged in thoughtful dialogue on how media workloads can be enhanced and accelerated across ten sessions.

Sports use cases in particular grabbed the audience’s attention, with panels on how the cloud and AI are transforming sports broadcasting. These included: Pushing the Limits: AI Innovation in Live Sports with Formula 1 and The 2025 Club World Cup as the Engine of Innovation: How Cloud Technology Reshaped Sports Rights and Delivery, and more.

AWS speakers and guests presenting across many stages, and topics, at IBC 2025.

AWS presented across many stages at IBC 2025, including Nina Walsh at World Skills Café, panel sessions with Formula 1 and Prime Video on the Future Tech Stage, and 10 sessions with customers and AWS Partners on the AWS & NVIDIA Innovation Stage.

The annual Women in Media and Tech networking event provided a casual environment for networking and learning from industry leaders at IMDb, NVIDIA, Fabric, Backlight and AWS about how women are driving innovation in media and entertainment.

Women in Media and Tech panelist on stage during the IBC event.

Steph Lone, Director of Solution Architecture at AWS moderated a panel about women leading the future of AI, cloud, and media with Nikki Santoro, CEO of IMDb; Kira Baca, Chief Strategy and Growth Officer at Fabric; Kathleen Barrett, CEO of Backlight; and Shari Reich, Developer Relations, Media & Entertainment leader at NVIDIA.

Up next

With another successful IBC in the books, AWS is now in full swing preparing for AWS re:Invent. It’s not too early to register and secure a spot. In the meantime, bookmark the AWS at IBC 2025 page to revisit any show activities.

Further reading

Zach Dugan

Zach Dugan

Zach Dugan is a Senior Industry Product Marketing Manager for Media & Entertainment with AWS.

Colin Cupp

Colin Cupp

Colin Cupp is Head of PMM for M&E at AWS. Since joining AWS in 2018, Colin has held roles in both product marketing and industry marketing. Prior to joining AWS in 2018, he held marketing roles at Autodesk, Mochi Media, and Sun Microsystems.

Tiffany Pfremmer

Tiffany Pfremmer

Tiffany Pfremmer is a Sr. Marketing Manager at Amazon Web Services focused on Media, Entertainment, Games, and Sports. With over 15 years of marketing experience in a variety of roles, Tiffany has planned and executed a variety of marketing initiatives, including leading event strategy and thought leadership activities. She is also an active board member of multiple Women in Industry groups to help empower women to break down barriers in the tech industry.