Words by Xxxx Xxxxx THE GENAI ADVANTAGE Digital transformation company Qvest and innovation specialist Hyve, which became part of the Qvest Group in 2023, are enabling media companies to apply AI in a host of rewarding ways A s another edition of the IBC Show approaches, it is clear that artificial intelligence (AI) is set to dominate the industry discussion like never before. In particular, it’s likely we will see evidence of the huge amount of innovation taking place around innovation company specialising in strategic foresight and innovation. Since becoming part of the Qvest Group in April 2023, Hyve has worked with Qvest to offer comprehensive solutions which combine foresight with practical AI implementations. “Broadcasters today face the challenge of reinventing business models, reducing costs and
generative AI (GenAI) – the term for AI technology that can be used to produce various types of content, such as text, images, audio and data. Headquartered in Cologne, Germany, but with offices worldwide, Qvest has a long and distinguished track record of digital transformation. Across broadcast and many other industries, it has gained experience in supporting transformational journeys with competencies like foresight and innovation, business transformation, product development, systems integration and deployment. So, it seems entirely logical that the company should now be devoting considerable energy to the development of GenAI-based solutions and projects. In the case of broadcast and media, its approach is rooted in recognising that the industry is undergoing a period of phenomenal change, in which operational models are changing and viewers have more competition for their interest than ever before. Dr Giordano Koch is the managing director of Hyve – a Munich-based
contending with higher competition due to market consolidation,” argues Koch. “The pressure is on to keep pace in the battle for attention and viewers, especially with the introduction of next-generation technologies such as AI. Studies predict that within the next ten years, 90% of the content we consume will be AI-enhanced, so the question naturally arises: how can GenAI improve media workflows today?” Qvest and Hyve have plenty of suggestions to make in this regard – although in actual fact, they favour another term over GenAI. “We prefer to call it Applied AI because ultimately, that’s what we do,” explains Koch. “We take the power of the AI and apply it for customers in concrete use cases; that’s what Hyve and Qvest are doing in collaboration right now.” Felix Laarmann, senior creative technologist at Hyve, adds: “We also want to stress that we don’t wish to just aggregate nice ideas. By contrast, our focus is on helping
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