Spain’s Grup Mediapro is joining forces with Microsoft to launch an artificial intelligence and synthetic media library to develop “vital solutions” for the entertainment industry.
The library, the first of its kind in Europe, will employ around 100 people from both companies, depending on its projects.
It will coordinate with Mediapro’a business units working in the entertainment and sports sectors as well as AV.
Areas the library will focus on include market and audience analysis, ad monitoring in broadcasting, the accessibility and personalisation of AV and digital content, voice cloning and improvements in video processing.
Speaking about the partnership, Tatxo Benet, managing partner of Grup Mediapro, said: “AI is going to revolutionise 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.”
“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,” added Alberto Granados, president of Microsoft Spain.
