At Avid, our R&D is guided by ongoing engagement with our customers through the Avid Community Association and the wider requirements of the industry, laid out in the MovieLabs 2030 Vision. The pandemic created a hybrid world with a remote workforce far more dependent on the cloud. Essentially, we’re looking to virtualise everything, and for our video editing products, this makes it all about openness, collaboration, workflow efficiency and quality.
Interoperability between applications is becoming more essential. New levels of video-audio interop, including between our own Media Composer and Pro Tools, are now allowing seamless collaboration between creatives. The development of our Avid platforms continues to allow greater integration with third-party apps. This was demonstrated by the availability of Works with Avid On Demand launched at NAB 2023, and will also be evident in our upcoming launches.
Meanwhile, opportunities are expansive in AI; it’s changing everything we’re developing. We see it as a tool to elevate the creative experience, not eliminate the uniqueness of creatives. At Avid, through AI-powered solutions, we support the creative experience by automating routine tasks, improving quality of output, increasing the rate of delivery, and decreasing cost.
As for challenges, the industry is still faced with variations in cloud strategies. Many customers have become highly advanced in their cloud production journeys in the last few years, while a few still hold concerns around security or payment models, and many others are in wait-and-see mode with more conservative Cloud adoption paths.
There are exciting developments in Media Composer delivering very soon. We’re also excited about introducing a new software-based ingest and playout solution, Avid Stream IO, in the coming months. Avid Stream IO is a next-gen product providing broadcasters with advanced IP/SDI based ingest and playout for hybrid and cloud workflows. And, watch for a lot more news on Avid’s support of AI-enhanced workflows. Attendees of IBC 2023 will be able to see all of this and more in action.
