Bringing AI-Powered Sports Media Production to Amsterdam
September 13–16, 2024 · RAI Amsterdam
InBrief took part in IBC 2024, one of the world’s leading events for the media, entertainment, and technology industry, bringing our vision for AI-powered sports media production to broadcasters, media companies, rights holders, technology providers, and industry professionals from around the world.
Throughout the event, we demonstrated how InBrief uses artificial intelligence to transform live and recorded sports video into ready-to-use media assets, helping production teams identify key moments, create highlights, enrich content, and accelerate media workflows.
From Sports Video to Relevant Moments
Sports organisations produce more video than ever before. The challenge is turning that growing volume of footage into content that can be discovered, edited, adapted, and distributed while it is still relevant.
At IBC 2024, InBrief showcased an AI-driven approach designed to support this process.
The platform analyses video content and its context to identify relevant moments and generate media assets that can support different editorial and distribution needs. By automating time-consuming stages of the production workflow, InBrief enables media teams to create more content while retaining control over the final output.
From automated sports highlights and clip extraction to content enrichment and personalisation, the demonstrations at IBC showed how AI can become an operational component of professional sports media workflows.
InBrief in the Content Everywhere Area
Visitors could experience InBrief directly at Stand 5.H81 in the Content Everywhere area.
The showcase provided an opportunity to explore the platform, discuss real production scenarios with our team, and see how AI could support broadcasters, sports organisations, rights holders, and media companies in scaling content production.
IBC was also an important opportunity to discuss a broader transformation taking place across the industry: the evolution of AI from an experimental technology into an integrated component of media production infrastructure.
For InBrief, this means building AI that works within professional workflows and complements the technologies already used to acquire, manage, process, edit, and distribute media.
Automated Clip Extraction with Harmonic
InBrief was also part of the AI innovation ecosystem presented by Harmonic at Stand 1.B20.
The collaboration between Harmonic and Kebula demonstrated the use of AI for automated clip extraction within video streaming and broadcast workflows, connecting InBrief’s content intelligence capabilities with Harmonic’s VOS®360 environment.
This integration illustrated an important principle behind InBrief: AI-powered media automation becomes significantly more valuable when it can operate as part of a broader production and delivery infrastructure.
Rather than creating isolated AI workflows, InBrief is designed to work with the technology ecosystem surrounding professional media operations.
Exploring AI Acceleration with V-Nova
IBC 2024 also marked an important step in our collaboration with V-Nova.
InBrief was showcased alongside V-Nova technologies at locations 14.AI03, 5.A24, and 5.B40, exploring how advanced video encoding and AI processing can work together to improve media analysis workflows.
The collaboration combined InBrief’s AI-powered sports media capabilities with V-Nova’s SMPTE VC-6 technology, opening opportunities to make video analysis and metadata generation more computationally efficient.
For AI-driven media production, this relationship between video infrastructure and artificial intelligence is increasingly important. Faster access to the information contained in video can accelerate analysis and help media organisations process larger volumes of content within demanding production environments.
AI Moving Into Real Media Workflows
IBC 2024 placed artificial intelligence at the centre of the media technology conversation.
For us, the event was an opportunity to demonstrate a practical approach to that transformation.
InBrief is built around a simple objective: help media teams turn video into useful content faster and at scale.
AI can analyse footage, detect relevant moments, enrich media with metadata, support editing decisions, and prepare content for different destinations. Human teams remain able to define the editorial objectives, configure workflows, and control how the resulting content is used.
This combination of automation, integration, and editorial control is at the core of the InBrief approach to sports media technology.
Built for the Sports Media Ecosystem
The conversations we had at IBC confirmed that content automation addresses needs across the entire sports media ecosystem.
Broadcasters and media houses can use AI to accelerate clipping and content production around live and recorded programming.
Sports leagues and rights holders can activate more of the content generated by their competitions and extend its value across digital channels.
Professional teams can turn matches and archives into a continuous source of media assets for their audiences.
Technology providers and system integrators can incorporate InBrief capabilities into larger media architectures through integration-driven workflows.
In each case, the goal remains the same: transform an increasing volume of video into more useful, timely, and relevant content.
A Milestone in the InBrief Journey
Our participation in IBC 2024 represented an important milestone for InBrief.
It placed the platform within one of the world’s most important media technology communities and gave us the opportunity to demonstrate our technology alongside established industry players while engaging directly with broadcasters, technology companies, sports organisations, and media professionals.
The ideas explored in Amsterdam — intelligent automation, deeper integration with professional media infrastructure, scalable content production, and AI-assisted workflows — continue to shape the evolution of InBrief.
Today, that evolution is moving toward a new generation of AI agents for sports media production, designed to transform video into relevant moments and media assets through increasingly coordinated and automated workflows.
Discover InBrief
InBrief helps sports and media organisations transform live and archived video into highlights, clips, summaries, and other media assets through AI-powered production workflows.
More content. Faster workflows. Greater control.