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AWS Showcases How AI is Shaping the Future of the Media and Entertainment Industry at NAB 2025
When film and video professionals think about the annual NAB Show in Las Vegas each year as one of the largest and most important expositions of the latest and greatest production technologies, there are many familiar brand names that come to mind.AWS left a major footprint at NAB this year, showcasing how the company is leveraging AI and other cloud technologies to shape the future of the media and entertainment industry. Let’s explore some highlights from the AWS booth this year, which simulated F1 races, live broadcasts, and some truly insane new AI and cloud-based technologies.Highlighted NAB panels featured AWS executives alongside customers, including IMAX, FOX Sports Digital, Sportec Solutions, Tagboard, Cosm, Prime Video, and PBS. The AWS Theater in the West Hall also featured 26 packed sessions with AWS customers and partners, including: Arc XP, Avid, Beamr, Bitmovin, Coactive, Fabric, GeoComply, Hydrolix, IPV, LucidLink, LTIMindtree, Mediacube, the National Hockey League (NHL), New Relic, Orange Logic, Paramount Studios, Presidio, Quickplay, Sinclair, Synamedia, TwelveLabs, Virtusa, Wondery, and more. AWS at NAB Show 2025With a setup that spilled into the lobby of the West Hall at the Las Vegas Convention Center at the NAB Show this year, AWS put attendees in the driver’s seat, literally, with immersive demos and thoughtful insights into how the company is shaping the future of the industry.The AWS booth itself was filled with new generative AI technologies and live cloud production workflows and tools, including the likes of Amazon Nova, Amazon Bedrock, and AmazonQ, all showcasing the power of convergence across M&E.The live eSport Racing Challenge, in particular, was a highlight as attendees were able to try out four professional-grade racing simulators. Content from these races was then leveraged across workflows in the AWS booth and included a live race feed, data, and analytics from the races, as well as post-race interviews conducted by Amazon Nova. Further demonstrating live cloud productions on AWS using AWS Elemental Media Services, the activation highlighted the possibilities of sports broadcasts powered by the cloud and bolstered by generative AI. Live Cloud Production in ActionThese demonstrations of broadcasts and live cloud productions in action were a helpful showcase of what a fully functional production control room could look like with these AWS live cloud production workflows.The setup was able to provide an inside look at how AWS services are able to seamlessly integrate with industry-leading partner solutions, including some familiar names like Avid and others. It was also interesting to learn about how new NDI outputs in AWS Elemental Media Connect are able to make the process of connecting on-premises sources, such as cameras, for live cloud production simpler, more scalable, and overall more cost-effective.Engage and Monetize in New WaysIn talking with the AWS team, it’s worth sharing that while many of the goals of these new technologies are to streamline and simplify live productions and broadcast, it’s not lost on AWS that finding new ways to monetize and grow your productions and brands is always a priority as well. Addressing the changing viewing habits of global audiences, AWS was able to demonstrate how to use cloud and generative AI to capture and retain viewers while further delivering more interactive and immersive experiences. For example, the AWS systems were able to seamlessly blend direct-to-consumer (D2C) and second-screen applications with social media feeds, live polls, and multi-angle viewing options into a unified viewer experience. Combining AWS services and solutions with AWS Partner technologies, the demo also showcased how AWS customers can maximize their data to unlock greater insights. With innovative, customer-centric AI assistance, both advertisers and media planners can use these AWS services to further streamline ad campaign management to create live contextual and ad breaks as new forms of ad units.The Future of Media and EntertainmentOverall, if you weren’t able to check it out yourself at NAB this year, the AWS booth was a great experience that showcased not just a bold new future, but also featured a roadmap to get there as the booth was designed to funnel attendees through the whole AWS media and entertainment experience from start to finish.Other notable technologies featured at the AWS booth included innovative audio solutions, AWS for Games, and even more cutting-edge solutions powered by the latest AI services offered by AWS. If you’re interested in exploring more about what AWS has to offer for your broadcasts or live productions, or are curious about what AWS is roadmapping for the future of media and entertainment in general, you can learn more on the AWS NAB event page here.
When film and video professionals think about the annual NAB Show in Las Vegas each year as one of the largest and most important expositions of the latest and greatest production technologies, there are many familiar brand names that come to mind.
AWS left a major footprint at NAB this year, showcasing how the company is leveraging AI and other cloud technologies to shape the future of the media and entertainment industry. Let’s explore some highlights from the AWS booth this year, which simulated F1 races, live broadcasts, and some truly insane new AI and cloud-based technologies.
Highlighted NAB panels featured AWS executives alongside customers, including IMAX, FOX Sports Digital, Sportec Solutions, Tagboard, Cosm, Prime Video, and PBS. The AWS Theater in the West Hall also featured 26 packed sessions with AWS customers and partners, including: Arc XP, Avid, Beamr, Bitmovin, Coactive, Fabric, GeoComply, Hydrolix, IPV, LucidLink, LTIMindtree, Mediacube, the National Hockey League (NHL), New Relic, Orange Logic, Paramount Studios, Presidio, Quickplay, Sinclair, Synamedia, TwelveLabs, Virtusa, Wondery, and more.
AWS at NAB Show 2025
With a setup that spilled into the lobby of the West Hall at the Las Vegas Convention Center at the NAB Show this year, AWS put attendees in the driver’s seat, literally, with immersive demos and thoughtful insights into how the company is shaping the future of the industry.
The AWS booth itself was filled with new generative AI technologies and live cloud production workflows and tools, including the likes of Amazon Nova, Amazon Bedrock, and AmazonQ, all showcasing the power of convergence across M&E.
The live eSport Racing Challenge, in particular, was a highlight as attendees were able to try out four professional-grade racing simulators. Content from these races was then leveraged across workflows in the AWS booth and included a live race feed, data, and analytics from the races, as well as post-race interviews conducted by Amazon Nova.
Further demonstrating live cloud productions on AWS using AWS Elemental Media Services, the activation highlighted the possibilities of sports broadcasts powered by the cloud and bolstered by generative AI.
Live Cloud Production in Action
These demonstrations of broadcasts and live cloud productions in action were a helpful showcase of what a fully functional production control room could look like with these AWS live cloud production workflows.
The setup was able to provide an inside look at how AWS services are able to seamlessly integrate with industry-leading partner solutions, including some familiar names like Avid and others.
It was also interesting to learn about how new NDI outputs in AWS Elemental Media Connect are able to make the process of connecting on-premises sources, such as cameras, for live cloud production simpler, more scalable, and overall more cost-effective.
Engage and Monetize in New Ways
In talking with the AWS team, it’s worth sharing that while many of the goals of these new technologies are to streamline and simplify live productions and broadcast, it’s not lost on AWS that finding new ways to monetize and grow your productions and brands is always a priority as well.
Addressing the changing viewing habits of global audiences, AWS was able to demonstrate how to use cloud and generative AI to capture and retain viewers while further delivering more interactive and immersive experiences.
For example, the AWS systems were able to seamlessly blend direct-to-consumer (D2C) and second-screen applications with social media feeds, live polls, and multi-angle viewing options into a unified viewer experience.
Combining AWS services and solutions with AWS Partner technologies, the demo also showcased how AWS customers can maximize their data to unlock greater insights. With innovative, customer-centric AI assistance, both advertisers and media planners can use these AWS services to further streamline ad campaign management to create live contextual and ad breaks as new forms of ad units.
The Future of Media and Entertainment
Overall, if you weren’t able to check it out yourself at NAB this year, the AWS booth was a great experience that showcased not just a bold new future, but also featured a roadmap to get there as the booth was designed to funnel attendees through the whole AWS media and entertainment experience from start to finish.
Other notable technologies featured at the AWS booth included innovative audio solutions, AWS for Games, and even more cutting-edge solutions powered by the latest AI services offered by AWS. If you’re interested in exploring more about what AWS has to offer for your broadcasts or live productions, or are curious about what AWS is roadmapping for the future of media and entertainment in general, you can learn more on the AWS NAB event page here.
