AWS for M&E Blog

AWS at IBC 2026: How AI is transforming the way media gets made

In a few short weeks, the International Broadcasting Convention (IBC Show) kicks off at the RAI in Amsterdam. From September 11–14, 2026, more than 44,000 attendees from around the world will explore, engage with, and discuss the latest technologies and trends shaping media and entertainment.

AI will be a major focus throughout the event. Conversations will go beyond how AI shapes modern entertainment to explore how its helping companies rethink the way they work. Amazon Web Services (AWS) has prepared a week of events, live demonstrations at its booth (5.C90), and programming designed to help media companies deliver more personalized viewer experiences across multiple platforms.

From the football pitch to the national newsroom, IBC attendees can connect with AWS to explore how we’re helping media companies innovate while meeting the security, compliance, and data requirements their audiences and regulators expect.

Check out the AWS IBC 2026 Attendee Guide for full demo details and a few programming highlights below.

Special events

AWS will be speaking at the World Skills Café, a hands-on forum for testing ideas and building partnerships, at the RAI on September 10 from 2PM–6PM. Register here.

Ahead of the show floor opening on September 11, AWS will speak at The Hive Group Executive Breakfast, which runs from 7:30AM–10:30AM at The Traveller at the RAI. Join broadcasters, industry leaders, and technologists for a candid conversation about the technical and commercial realities of changing broadcast infrastructure. Register here.

Capping off the first day, AWS will host a Women in Media and Tech event at Apollo Hotel on Friday, September 11 from 5:30PM–7:30PM. Hear from a great panel including Soyoung Lee, Co-founder and Head of GTM at TwelveLabs; Rebecca Moore, Vice President of News Production, EMEA at CNN International (CNNI); Sylviane Lecomte, Chief Discovery & Experience Officer at Bedrock streaming (RTL/M6 Groups); and Nina Walsh, Global Business Development Leader for the Media & Entertainment, Games, and Sports (MEGS) at AWS, as they explore how modern technology is transforming entertainment from a passive, one-way broadcast into an interactive, multi-platform ecosystem shaped by real-time community, culture, and cloud scale. Register here.

Discover how AI is helping power creative workflows during an exclusive breakfast experience curated by the AWS Studios, Creators, & Music team on Saturday, September 12 from 9:30AM–11:30AM at the RAI, Hall 4, Level 2, L103. Explore demos from four innovative studios and creators firsthand and see how they are changing the future of content creation. Register here.

Hands-on microdrama studio and more

Ultra-short vertical microdrama series, with fast-paced episodes of 60–90 seconds designed for mobile viewing, are changing how people watch content. At the AWS Stand (5.C90) in Hall 5, visitors can create their own microdrama with help from AI. After selecting film preferences (genre, character, and more) on a tablet, AI agents generate a script to perform, along with digital environments and wardrobe based on those choices. In minutes, guests become creators and each walk away with a personalized microdrama clip.

The AWS Stand will also feature interactive demos showing how AWS services and Partner solutions help speed up content production, automate repetitive tasks, reach audiences across channels, and grow revenue. You’ll also see how open data approaches help media organizations find, use, and earn from their content across any device.

Other stand highlights include the latest capabilities of Elemental Inference – AWS’s AI-powered vertical fully-managed video service, and Amazon Leo, which lets broadcasters send live video from virtually any location using direct, secure connections to AWS instead of costly satellite uplinks.

New this year: Startups and Amazon entertainment powered by AWS

The AWS for Startups team will have a dedicated space in the Future Tech Zone at Stand 14.B30 in Hall 14. Visit the booth to explore demos from four cutting-edge AI startups that are building media and entertainment solutions on AWS – Compado, Meilisearch, Moments Lab, and Plenitas. AWS is also co-sponsoring the IGNITE Startup area with NVIDIA, where AWS Startups Flawless AI, Nomalab, Viznet, and Zero One Creative will be demoing their technology.

Prime Video, Amazon MGM Studios, Amazon Luna, and Twitch all run on the same AWS services available to every customer. At IBC, attendees can see this firsthand in the Amazon on AWS Entertainment Loft, located on the 2nd level atrium outside Hall 5. The space invites attendees to try live gameplay, complete interactive walkthroughs, and join guided discussions. Demos include NBA on Prime Video, AI-powered sports analysis, Prime Video streaming features like X-Ray Recaps, Jump to Scene, shoppable entertainment, and Luna cloud gaming, including new Twitch Playable Ads via Amazon GameLift Streams.

AWS content sessions

Throughout the week, AWS experts, customers, and Partners will participate in presentations and panels. AWS Stand (5.C90) visitors can check out a full slate of programming in the AWS Theater, featuring Bundesliga, Flawless AI, Jiostar, Prime Video, Sony Pictures, Twelve Labs, Warner Bros. Discovery, Yahoo, and many more. Tailored to different audiences, the talks and panels will explore how customers and Partners are using AWS to create, connect, and captivate audiences.

On the Future Tech stage, Innovate Dreams Director of Production Technology Adam Jones will join AWS Senior Visual Compute Solutions Architect Sean Wallitsch for a candid conversation on Real-Time Hybrid Filmmaking: How Innovative Dreams Is Rewriting the Rules of Production. Taking place on Saturday, September 12 from 10:00AM-10:30AM, the fireside chat will explore how the convergence of performance capture, LED virtual production, and generative AI are changing how stories are made, including hit series “House of David” and feature film “Young Washington.”

Attendees can also find AWS on the IBC Content Everywhere Stage 1 for the following sessions (all times are local CEST):

Connect with AWS experts

Visit the AWS Stand (5.C90) and the AWS for Startups Stand (Stand 14.B30) to see what’s new from AWS and Partners. Book a meeting with an AWS expert at the show and check out our AWS at IBC 2026 Landing page for more details. See you in Amsterdam!

Further reading

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.