GRUP MEDIAPRO, in Collaboration with Microsoft, Launches AI and Synthetic Media Laboratory

GRUP MEDIAPRO announces within the framework of the ISE show, the launch of an Artificial Intelligence and Synthetic Media Laboratory. It takes this step in collaboration with Microsoft.

Both companies will share their technological and business knowhow in order to develop solutions for the audiovisual industry. The emergence of AI is provoking transformation in the media industry that will soon result in a paradigm shift.

GRUP MEDIAPRO and Microsoft are basing their collaboration on a human-centered approach, furthermore, undertaking to adhere to all legal commitments and ethical principles in the conceptualization, development, deployment and use of AI solutions, which is the purpose of the Laboratory. This reflects our profound commitment to respecting human dignity, the autonomy and self-determination of the person, the prevention of harm, the promotion of equity, inclusion and transparency, and the elimination of bias and of any type of algorithmic discrimination.

The Artificial Intelligence and Synthetic Media Laboratory, the first of its kind in Europe, will see the involvement of about a hundred people from both companies, depending on the projects. The initiative has been driven by GRUP MEDIAPRO’s Artificial Intelligence Center, created in 2022, with the aim of leveraging the latest advances in AI in order to create new business models, products and services, as well as to provide audiovisual professionals with tools that facilitate the carrying out of processes related to creation, production and management.

The AI Center will coordinate with the group’s business units to provide experience and knowledge in the audiovisual, entertainment and sports sectors, as well as with teams from Microsoft Spain and, at a global level, and depending on each project, with specific teams from the Product and Innovation areas of Microsoft Corporation.

The Artificial Intelligence and Synthetic Media Laboratory encompasses various fields of research, such as market and audience analysis, ad monitoring in broadcasting, the accessibility and personalization of audiovisual and digital content, voice cloning, and improvements in video processing. The potential for Generative AI to create value in the sector is a priority area of focus for the team. The first proofs of concept relating to these areas and developed within the framework of this agreement will be displayed at the GRUP MEDIAPRO stand at the ISE 2024 show, which takes place from January 30th to February 2nd in Barcelona.

“Our continual embrace of innovation is something that has defined us as a company for 30 years and is something we always undertake in hand with the top technological partners. AI is going to revolutionize the sector and we must be prepared by creating our own solutions and applications and determining the role AI will take in the audiovisual industry,” says Tatxo Benet, managing partner of GRUP MEDIAPRO.

“We are excited about this collaboration, which we hope will mark a before and after in the use of AI in a sector as important as media,” says Alberto Granados, president of Microsoft Spain. “There are many use scenarios in which tasks will be made easier for industry members so they can spend more time being creative.”