Imagine walking into a stadium where your face is your ticket, where the content you’re viewing adapts to your preferences in real-time, and where thousands of hours of video can be searched and summarized with one little click. What was once a long-term goal has now become the AI-driven reality of media and entertainment (M&E).
The M&E industry is undergoing a seismic shift, with AI at its epicenter. Now, pioneers in the field are harnessing AI to drive innovation, elevate user experiences, and streamline operations like never before. Luciano Escudero, Globant’s VP of Media Engineering, offers a glimpse into the latest developments that are propelling M&E into a new era of creativity and efficiency.
AI Takes Center Stage: The $135 Billion Opportunity
Yes, you read correctly: global AI in the media and entertainment market is projected to reach USD 135.99 billion by 2032, reflecting the industry’s recognition of AI as a critical tool for addressing evolving consumer demands and operational challenges. As Luciano notes: “the integration of AI into every step of the chain is more essential than ever, as companies that don’t risk losing business.”
AI’s impact is already visible across various segments of the industry. For instance, over 60% of marketers are prioritizing entertainment on social media, with generative AI playing a significant role in content creation. This shift towards AI-driven content is reshaping how brands engage with their audiences. “There is going to be an interesting transformation for people who create content, people who deliver content and people who consume it”, says Luciano.
But that momentum won’t be a surprise for companies already leading the AI shift. As Escudero highlights: “(At Globant) we embarked on our AI journey 10 years ago. Our CEO has consistently emphasized that AI must be integral to all our transformation processes. We’ve developed products that enable our customers to swiftly engage with AI, which we call Globant Enterprise AI.” For companies like Globant, integrating AI early has made adaptation less about catching up and more about continuing to lead.
The Personalization Revolution: One Size Fits None
Another key aspect that is being touched by AI in the M&E sector is personalization, and consumers are willing to spend more for a tailored experience: 77% of them have chosen, recommended, or paid more for a brand that satisfied this need. So, what used to be the new way forward is now expected for today’s users, opening the doors for new and more daring business solutions.
Globant’s Advanced Video Search exemplifies this trend. Luciano explains it well: “Our Advanced Video Search product processes video, summarizes it, and extracts metadata. Imagine you’re a media company with thousands of videos in your vast archive, but you don’t know what’s available. This product allows you to streamline the process without the need for extensive manual content review.” In addition to make the process much faster, AI helps create leaner channels for better advertising, targeting the right audience at the right time.
Beyond Reality: AI and the Immersive Experience Economy
The convergence of AI and immersive technologies is creating new possibilities for audience engagement. Industry leaders are taking note of a surprising influence: sports + entertainment. As stadiums and arenas adopt cutting-edge technology to enhance fan experiences, the media and entertainment industry is echoing this shift, creating seamless, personalized journeys for viewers.
One way this vision is coming to life is through Globant’s collaboration on Intuit Dome for the LA Clippers: “We’ve built one of the most advanced digital technology programs. The L.A. Clippers have created a frictionless experience across the board. From the moment you enter the stadium, everything is managed by biometric detection. You don’t need to take out your phone or hand over a ticket”, Escudero proudly states. Through this redefinition of stadium interaction, Globant proves how immersive tech can transform a live event into an ongoing narrative–one that begins long before game day and continues long after.
Content Alchemy: AI’s Magic Touch in Creation and Management
AI is revolutionizing content creation and management, from unconventional applications like adding actors to a cast posthumously, to more traditional uses such as generating scripts, storyboards, and entire scenes. However, ethical considerations are becoming just as critical as technical innovation. On this topic, Escudero notes that “over the next few years, we’ll be discussing agentic workflows—both the positive aspects and the cautionary sides. These themes will guide our focus for the next 12 months.” With AI now included into the creative and operational fabric of media, the conversation must evolve beyond what’s possible to what’s responsible, ensuring that technological advances enhance human creativity while maintaining transparency and trust.
Where we stand
From hyper-personalized content and immersive fan experiences to intelligent content workflows, AI is becoming a foundational layer in the way media is produced, distributed, and experienced. For C-level leaders, the imperative is strategic: invest in personalization, explore immersive formats, streamline operations with AI, and address ethical implications proactively. “We’re not just reinventing ourselves; we’re helping our customers reinvent themselves—especially in this dynamic era we’re living in right now,” Luciano Escudero concludes. And with a new generation poised to consume streaming with AI, the real question is not if AI will transform the industry, but who will shape that transformation.
For more insights on AI for storytelling in the industry, explore our Media & Entertainment AI Studio.
