Latin America. Artificial intelligence has experienced a great stir: overflowing enthusiasm, a dose of reality and, now, practical applications that change the rules of the game. This is how Ronny Van Geel, from Grass Valley, defines the current moment of this technology. He assured that it will not replace human creativity, but it enhances workflows, making storytelling more immersive, efficient and dynamic.
"AI automates tasks such as material registration, file search, and metadata tagging, freeing up time for creatives to focus on storytelling. In addition, it opens up new narrative possibilities by suggesting alternative edits, generating highlights in real time, and helping producers create more engaging narratives," he explained to TVyVideo+Radio.
In the case of Grass Valley, the company sees AI as a transformative tool that, used intelligently, can revolutionize workflows. Its AMPP OS platform, designed to integrate emerging technologies, provides the perfect foundation for AI deployment.
"We don't believe in adding AI on its own. We experiment, stress test it, and implement it where it really makes a difference. Our vision? If AI improves storytelling, we become fully engaged. And because AMPP OS is open, we encourage our customers and partners to push the boundaries and see how far AI can take them. We see AI as a creative enabler to produce stories faster, more efficiently, and more powerfully. The future is not man versus machine. These are humans using the best technology available to improve their craft," he said.
Grass Valley integrates AI into its solutions to streamline workflows and increase efficiency. One example is Framelight X, its media asset management solution, which uses AI for transcription and metadata generation, enabling instant content searches.
Regarding the Latin American market, Ronny Van Geel mentioned that Latin American channels and production companies show great interest in AI, looking for solutions that make storytelling more efficient, attractive and scalable. AI is presented as a key tool to balance the need to produce more content and distribute it effectively across multiple platforms.
"The key is to use AI where it really adds value, accelerating content discovery, automating repetitive tasks, and optimizing cross-platform distribution. AI will not replace creative vision, but it will make production teams unstoppable," he concluded.
