Author: Gustavo Neiva de Medeiros, President, FAST Alliance October 26, 2024
Introduction
The Free Advertising TV (FAST) ecosystem is experiencing a rapid evolution, driven by Generative AI. From streamlining content creation and distribution to enhancing audience engagement, AI has become central to transforming the media landscape. This white paper explores how generative AI is reshaping the future of FAST, focusing on insights from the MIPCOM Applied AI Summit and the upcoming Parks Associates’ Future of Video conference, where I will be presenting on this very subject.
Generative AI’s Impact on FAST: Insights from MIPCOM
At the MIPCOM Applied AI Summit, key discussions revolved around AI's growing role in media production. Industry leaders such as Emily Golden from Runway and Audrey Schomer from Variety Intelligence highlighted how generative AI enhances workflows while maintaining high production standards.
Two essential factors influencing AI adoption were highlighted:
- AI tools must meet the premium content production standards required by top-tier media companies.
- Legal concerns regarding copyright and intellectual property limit broader use, even as the quality of AI-generated outputs improves.
Audrey Schomer's insights resonated deeply with FAST's current challenges, where AI is primarily being applied in areas like content localization, pre-visualization, and post-production, minimizing legal risks while maximizing efficiency.
Current AI Tools in Use
Generative AI tools like RunwayML, Luma Dream Machine, and MAST AI Stream are being integrated into FAST platforms to enhance every stage of content production. These tools streamline repetitive tasks, automate visual effects, and allow media companies to focus more on creative decisions.
According to a Variety Intelligence Platform survey, the most expected uses of generative AI in media and entertainment include:
● Concept design for new content (50%)
● Enhanced visual effects (49%)
● Marketing and distribution (49%)
● Content localization (30%)
These applications are directly impacting how FAST channels offer personalized, engaging content to audiences while maintaining cost efficiency.
The Future of Video: Real-World Applications of AI in Entertainment
At the Parks Associates’ Future of Video conference, where I will present on Generative AI: Effective Entertainment Applications, the focus will be on real-world case studies that demonstrate how AI is revolutionizing content production, distribution, and personalization. AI is now deeply integrated into the FAST industry, enabling platforms to reduce operational costs, optimize distribution, and better meet changing audience demands.
Key examples to be presented at the event will showcase how AI is enabling:
● Automated content creation to meet growing viewer demand
● Enhanced audience personalization through AI-driven data analytics
● More efficient workflows that allow companies to produce content faster and with fewer resources
FAST Alliance Efforts and Internal Debates on Generative AI
Within the FAST Alliance, there are ongoing efforts to leverage the potential of generative AI by facilitating content aggregation. Some members are working on aggregating content to license it to major AI developers such as OpenAI, Meta, and Google, providing an opportunity for FAST Alliance members to monetize their content through AI training programs.
However, this initiative has sparked internal debates among members. While some see it as a unique opportunity to generate revenue, others have expressed concerns about licensing their content for AI learning. Specifically, members are worried that AI-generated content could eventually compete with their original creations or be used in ways that conflict with their business interests.
Others believe that companies like OpenAI have already scraped much of the internet for content, and this presents a time-sensitive chance to make money from their assets before the window closes. Given these differing viewpoints, the initiative remains confidential and has not been widely publicized. If anyone is interested in learning more or participating, they are encouraged to reach out for further information.
Challenges to AI Adoption in FAST
Despite the opportunities, several challenges remain. According to the Variety Intelligence Platform survey, the primary barriers to AI adoption in media and entertainment include:
● Lack of skilled AI personnel (31%)
● Consumer backlash or confusion over AI-generated content (27%)
● Copyright/IP concerns (25%)
These barriers must be addressed to unlock the full potential of AI within the FAST ecosystem. Companies need to invest in AI talent and develop clearer frameworks for intellectual property management. At the same time, they must work to ensure that AI-generated content meets consumer expectations without undermining the value of original, human-created works.
Looking Ahead: The Future of Generative AI in FAST
The future of generative AI in FAST is incredibly promising. AI’s ability to streamline content production, enhance distribution efficiency, and drive personalized audience engagement is transforming the industry. By harnessing AI’s power, FAST platforms can offer more diverse, engaging content while keeping operational costs low.
However, the road ahead is not without challenges. Companies will need to navigate the legal and ethical complexities of AI, manage intellectual property risks, and address the skills gap within their workforces. As AI tools continue to evolve, these issues will become more pressing, requiring industry-wide collaboration and thoughtful regulation.
Conclusion
Generative AI is poised to revolutionize the FAST industry, offering unprecedented opportunities for content creators, distributors, and platforms. By integrating AI into every stage of the content lifecycle—from creation to distribution to audience engagement—FAST channels can stay competitive in an increasingly crowded marketplace. As we move forward, the FAST Alliance will continue to play a crucial role in shaping how AI is adopted within the industry, balancing innovation with responsible content management.
By leveraging the insights shared at events like MIPCOM’s Applied AI Summit and Parks Associates’ Future of Video, the industry can unlock new avenues for growth and innovation while addressing the challenges that lie ahead.
