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Cloudinary launches Innovation Lab to support and develop next-gen codecs

Company aims to offer a space to experiment with innovative concepts, including new image formats and video technologies driven by AI

Media experience platform Cloudinary is launching an innovation lab focused on developing concepts that disrupt the media experience space.

The lab will look to offer support and development of next-gen image and video codecs like JPEG XL, AVIF and AV1. Cloudinary said it “intends to facilitate the analysis and development of new technologies, different approaches to media creation and processes, and cutting-edge concepts that will reshape the future of visual media”.

Projects already in development include MediaFlows, a low-code, hyperautomation solution created to offer a new, simplified way to build flexible and scalable media applications on top of Cloudinary. It can help build and automate media workflows.

Cloudinary Labs also intends to explore other proof of concepts across the digital media landscape, including Media Inspector, a tool that analyses media assets performance on sites; Cloudinary ServiceWorker, a tool that will allows users to insert Cloudinary at the browser level without changing a line of code; as well as a variety of extendability concepts for Android and desktop sharing.

“As new technologies emerge and companies look to improve how they create and share visual content to better connect with their audiences, Cloudinary Labs offers a space to experiment with innovative concepts, from new image formats and video technologies driven by AI to new approaches to coding and hyperautomation,” said Daniel Amitai, vice president of innovation at Cloudinary.

“With a strong ecosystem of users, customers and partners across nearly every industry, Cloudinary is well-positioned to gather different perspectives on how media is created and utilised and we will leverage this insight to expand our work and push the bounds of visual media innovation.”