Captivate: Deliver immersive, interactive, and personalized experiences

The media and television industry is adapting to major shifts in business models driven by changing audience viewing habits. As extended reality (XR) technology advances, broadcasters can create new revenue streams by offering entertainment and live sports experiences optimized for the latest wearable headsets and smart glasses. These experiences can include features such as real-time statistics, multiple camera angles, player insights, and graphic overlays that viewers can enjoy while maintaining awareness of their surroundings. In this demo, we show how AWS Partners Accedo and Stats Perform enhance viewer engagement through innovative XR and voice technologies powered by AWS. Accedo's Xtend platform delivers immersive content across AR and VR headsets, while Stats Perform's Opta AI Studio provides real-time data, AI-generated graphics, and comprehensive sports statistics. The experience is transformed by Amazon Nova Sonic, which enables natural, hands-free voice conversations—allowing viewers to interact in multiple languages with match insights and personalize their viewing experience through an AI-powered virtual co-commentator.

Sports fans expect interactive, dynamic, and personalized viewing experiences that keep them engaged beyond just a broadcast. This demo showcases how broadcasters can create an engaging fan experience platform that provides real-time data and community interaction by combining live streaming, real-time analytics, and contextual quiz generation. Through AWS Partner solutions from Tiledmedia and LiveLike, broadcasters can automatically generate relevant quiz content based on live match conditions, weather changes, competition standings, and strategic decisions as events unfold. The demo leverages AI agents via Amazon Bedrock AgentCore to analyze real-time sports data and create contextually aware engagement opportunities. Additionally, the demo leverages tools from AWS Partners SyncWords and IMAX to enhance the viewing experience. SyncWords uses AI to localize content, expanding global reach and matching user preferences, while IMAX creates the ultimate home viewing experience by delivering IMAX-quality picture and sound for fans’ favorite live sports.

Media organizations are seeking innovative new ways to deliver personalized and memorable customer experiences. By combining Amazon Transcribe for speech-to-text transcription with Amazon Bedrock, organizations can use generative AI to create realistic and contextually relevant interactive conversations with digital humans. In this demo, attendees can interact with a holographic digital double of Ruth Buscombe, a Formula 1 (F1) TV presenter and race strategist, who can provide attendees with recommendations on what to see at IBC 2025 and information about all of the innovations featured in the AWS booth.

Businesses need to know their customers in order to deliver superior experiences, while driving both revenue and growth. Publishers want to gather, process, and link unprecedented volumes of data to create connected, relevant experiences for consumers while protecting and securing their data. Having a 360-degree view of the customer in the form of a unified customer profile and data across channels (paid, owned, and earned) provides the foundation to deliver personalized and connected customer journeys, campaigns, and experiences. In this demo we show how customers use AWS purpose-built services, solutions, and generative AI tools to manage customer 360 profiles and personalize customer experiences in their owned channels.

Media publishers and broadcasters face the challenge of maximizing revenue while keeping audiences engaged without overwhelming them with traditional ad formats. This demo is designed for content creators, streaming platforms, and advertisers who want to enhance viewer experience with personalized, non-intrusive ad delivery. The demo shows interactive, shoppable ad formats tailored for large-scale live sporting events built on an integration between AWS Elemental MediaTailor and AWS Partner InTheGame. Leveraging generative AI and e-commerce integrations, this demo highlights how media companies can unlock new monetization models while improving engagement and advertiser outcomes.

Advertising professionals struggle with time-intensive campaign planning that often lacks strategic depth and accuracy. Manual planning processes introduce costly errors and make optimization efforts prohibitively complex to manage effectively. The agents for advertising demonstration addresses these challenges by applying agentic AI to an end-to-end advertising workflow from media plan generation to ad monetization. The demo showcases advanced multi-agent collaboration across media planning, inventory optimization, audience strategy, ad format selection, campaign execution timing, and ad load optimization, and features data visualizations, live integrations, and creative generation within an agentic AI group chat playground.

Video publishers and advertisers face mounting video-on-demand (VOD) monetization challenges as third-party cookie deprecation eliminates cross-site tracking capabilities. Without cookies, advertisers lose targeting mechanisms while publishers experience declining ad relevance and reduced CPMs. This demo showcases an end-to-end VOD pipeline leveraging GenAI-derived contextual signals for privacy-centric targeting. The solution analyzes video content, converting sparse embeddings into scene-level Interactive Advertising Bureau (IAB) tags and keywords for ad servers. By focusing on content context rather than user tracking, programmatic bids incorporate content-specific signals, enabling richer advertiser targeting based on actual VOD content. This privacy-first approach improves publisher cost per milles (CPMs) and advertiser relevance without cookies or personal data collection.

Live sports have the power to unite global audiences—but reaching new markets requires more than just delivering the game. Today’s fans expect real-time, culturally resonant, and localized experiences in their preferred language. Broadcasters and streaming providers can enhance content delivery with automatic translation and subtitling workflows powered by AWS Elemental Media Services and generative AI. This demo showcases how customers can leverage AWS Elemental Media Services and generative AI to deliver live commentary and on-screen text in multiple languages with minimal latency—helping sports brands connect more deeply with diverse audiences, broaden their global presence, and foster lasting viewer engagement.

Streaming media companies face challenges in ensuring consistently high levels of operational performance. Playback quality issues can lead audiences to abandon a platform, with up to 90% of users leaving within seconds of buffering problems. Yet, identifying root causes across complex delivery chains can take hours. Traditional infrastructure monitoring fails to connect technical performance with user experience and business impact, leaving teams blind to which issues cause the most churn and revenue loss. This demo showcases an intelligent observability system that solves these challenges by seamlessly integrating customer experience insights with user profile data in real-time. Built on AWS and partnering with Mux's comprehensive video performance analytics and Hydrolix's high-performance streaming data platform, the system uses specialized AI agents to continuously monitor streaming quality and viewer behavior. This orchestrated approach enables root cause identification within seconds, generates specific resolution paths, and implements targeted retention strategies automatically. The demo demonstrates how streaming services transform from reactive troubleshooting to proactive experience optimization, creating a powerful feedback loop between technical performance and business outcomes that enhances viewer satisfaction and reduces churn.

When trying to find the right piece of content to watch on a streaming service, many consumers face challenges ranging from "decision paralysis" when selecting from thousands of titles, difficulty searching for content using remote control navigation, and search results that fail to provide content that matches their preferences. This demo shows how a conversational AI system can deliver a hyper-personalized, voice-first video discovery and recommendation experience to address these common difficulties. Powered by Amazon Nova Sonic — part of the Amazon Nova family of foundation models available in Amazon Bedrock — for real-time speech-to-speech interaction, AI agents for intelligent orchestration, and semantic search capabilities, the assistant allows users to naturally converse with a streaming platform about their preferences. The demo shows how streaming services can use AI to provide contextual recommendations and in-the-moment content inquiries via speech. By integrating the open-source Model Context Protocol (MCP), semantic search, and multiple knowledge sources, the demo combines natural voice interaction, intelligent personalization, and real-time access to comprehensive entertainment databases for an engaging and intuitive content discovery experience that transforms how users find and enjoy content.

Publishers and broadcasters face the challenge of monetizing live sporting events with targeted advertising for large audiences, all without disrupting the authentic viewing experience or intruding on the content that fans expect. This demo, featuring AWS Partner TGI Sport, shows a virtual ad placement workflow that solves this challenge by utilizing audience-specific personalization to virtually insert targeted placements in real-time during live sports broadcasts while maintaining scene consistency. The demo enables publishers to create new, non-disruptive revenue streams that monetize existing content, while brands gain the ability to better target specific audiences with relevant ads. Advertisers benefit from the flexibility and scalability to place ads in live sports content, dynamically adapting to ad campaign needs without compromising the viewer experience.