As consumers seek more hyper-personalized and hyper-scalable experiences, decision-makers in the media and entertainment industry are looking for ways to maximize the monetization of their assets and optimize costs. From virtual production and experiential entertainment to the usage of AI in almost every step of the chain, the sector is in an ever-evolving landscape that forces providers to think outside the box to remain competitive. Let’s take a look at some of the trends that are already shaping the future of media and entertainment and how their impact will remain tangible for the days to come.
AI Takes the Spotlight: Revolutionizing Content and Engagement
AI stepped out from behind the curtain and into the spotlight. This trend in media coincides with a much-needed mentality shift now that AI is much more prevalent across industries in our daily lives. “As a society, I think we tend to overestimate the impact of smart new technologies in the short term and underestimate their impact in the long term,” explains Globant’s Chief Technology Officer of North America, Nicolas Avila. “We need to assimilate the fact that the changes are going to be gradual, and one day we’ll wake up and realize—wow, AI has changed almost everything.” While process optimization remains a high priority for media and entertainment leaders, more and more suppliers are shifting to innovative uses of AI. This impacts areas like content creation, distribution, and audience engagement.
- AI speeds the analysis of various different data points for each individual, including user behavior, personal preferences, and viewing or listening history. After processing all this data, AI systems can provide tailored recommendations for all kinds of content, promotions, and ads to keep users engaged.
- Accelerating content production tied to tight timelines, AI also makes content distribution more accurate and efficient and bolsters monetization. For instance, AI in media predicts the best release schedules and platforms for maximum reach.
- AI in content creation is becoming the industry standard, with a predicted market growth of $22 billion. This is because it allows creators to produce high-quality content more swiftly in areas like scriptwriting and video editing, increasing efficiency.
But that’s not all: within the AI world, AI Agents are also enhancing media production workflows and audience interaction. Virtual Agents and assistants garner customer support, with 51% of consumers preferring an interaction with bots over humans when they need an immediate response. They also identify high-probability leads and optimize customer engagement by analyzing behavioral patterns. In addition, these Agents also streamline ad spending based on real-time performance metrics and identify the most relevant audience segments for specific campaigns. Major players are already investing in the opportunities and considering the risks associated with these emerging technologies—it’s time to decide to stay relevant or be left behind.
“Proactive AI policies are essential, especially when it comes to copyrights for AI-generated content. We need human involvement in order for content to be protectable. AI should be a tool that enhances human creativity.”
-Pablo Peranzola, Global VP of Technology, Globant.
The Rise of Immersive Experiences: Blurring the Lines Between Digital and Physical
One of the major trends is the realm that blends the physical and the digital worlds. As consumers seek more authentic, immersive, and interactive experiences, companies are investing in location-based entertainment to capture this momentum. From concerts to art exhibitions, immersive experiences are not only making a comeback but becoming more essential as parts of experiential assets in the industry.
One outstanding example is Intuit Dome, the LA Clippers’ smart stadium built in partnership with Globant that completely innovates the fan experience. Globant’s vision started with a simple idea: making the entertainment experience as frictionless as possible, from ticket purchase to personalized game day experiences. Together, they created an end-to-end technology stack with over 500 features, including fan profile-based experiences, a smart entry system with biometric data, grab-and-go technology for purchases inside the arena, and customized promotions and content.
With a global market value of almost $1.9 billion, immersive experiences combine storytelling with cutting-edge technology to elevate consumer experiences to the next level.
“Within the last few years the industry has made big strides, with better venue experiences to understand fans in a different way that creates a whole ecosystem within which we can better connect with fans.”
-Nicolas Avila, CTO of North America, Globant.
The New Era of Sports Broadcasting: Innovation Beyond the Stadium
Cable television, in addition to old movies, has always had one thing in common: sports broadcasting. Nowadays, it’s still a must-have content for streaming providers, with the diversification of content keeping fans at the edge of their seats. Sports bundles, high-profile events, and on-demand broadcasting are some of the main trends shaping this innovation, with the integration of technology at the forefront to facilitate discovery and viewability.
- Immersive technologies like augmented reality (AR) and virtual reality (VR) promise stadium-like views from anywhere, with an opportunity to personalize the fan experience even more.
- The strategic implementation of technology in the sports media value chain can unlock new revenue streams. For instance, AI can personalize content delivery, provide real-time game analysis and predictions, and create interactive fan experiences.
- Broadcasters and streaming platforms can engage new audiences and expand their reach by investing in dedicated coverage, such as women’s sports and emerging leagues. This includes tailoring advertising and sponsorship offerings to specific audience segments and identifying opportunities for premium content and experiences.
- Hybrid subscription models that combine elements of traditional subscriptions with flexible options can cater to the diverse preferences of consumers and ensure their continued engagement with sports media content.
- Digital-first platforms are dominating the market as major players secure broadcasting rights. A significant portion of global sports rights spending will be contributed by streaming platforms, reaching $12.5 billion.
“Sports in media, like so many other industries, is going through an interesting transformation. Traditionally, sports media was far removed from the consumer, and they didn’t know who was watching—they didn’t have visibility into their fanbase. And if they don’t know, they certainly can’t quantify it for better or stronger sponsorship. Now, they can focus on that connection and show sponsors the attribution.” -Nicolas Avila, CTO of North America, Globant.
But as exciting as these trends can be, there are challenges surrounding their adoption. From ethical concerns to implementation costs, providers need to proceed with caution to leverage these technologies without disrupting existing operations or provoking rejection from their human teams. The goal is for human and AI Agent teams to synergize, becoming the workforce of the future. Some strategies to navigate this digital transformation include:
- A culture of continuous learning and upskilling: Investing in training programs that enhance employees’ digital competencies is crucial to keeping up with technology adoption and empowering staff to collaborate effectively with it.
- Promotion of human-AI collaboration: Finding the balance between AI’s handling of routine tasks and human expertise that guides creative and strategic decisions is essential to fostering trust and effective implementation of these technologies.
- Implementation of inclusive change management practices: Involve diverse teams in the decision-making process and ensure that digital tools and workflows are accessible to all employees, fostering a culture of inclusivity during technological transitions.
Following these strategies will facilitate a seamless transition in the M&E sector, leveraging technology to enhance human capabilities and propel the industry to new, innovative heights.
Thriving in the Evolving M&E Landscape
The rapid advancement of technology and the increasing demand for superior user experiences, characterized by high quality and low latency, are driving significant changes in the media and entertainment landscape. As Globant’s Global VP of Technology Pablo Peranzola explains: “In order to navigate the complex technological ecosystems in the M&E industry, partnerships are essential. Collaborating with specialized organizations allows M&E companies to streamline operations, eliminate waste, and enhance efficiency, ultimately fostering innovation to meet market demands.” Also, the emergence of new players, such as sports companies, further intensifies the complexity of the ecosystem of platforms and solutions required to deliver these enhanced experiences.
In this landscape, studios and providers need to remain competitive, but only those that move away from a traditional mindset and become global, diverse, and technology-driven players will be able to thrive. This approach was palpable on the floor at NAB 2025, where we had the opportunity to highlight our collaboration with AWS to deliver value across broadcasting and content production, sportainment engagement, media supply chain, and analytics. We also participated at the Microsoft booth, where we showcased our work in the sports industry, including our role as Intuit Dome’s digital transformation partner.
At Globant, we specialize in creating frictionless, integrated solutions that resonate with even the most demanding audiences, taking media and entertainment companies ahead of the curve to deliver the smartest innovations across the globe. Check out what we can do for your company here.
