Many media organizations face complexity in their content operations. Teams can spend weeks coordinating asset management, content analysis, and distribution across disconnected systems. Manual handoffs between different teams such as creative, operations, and distribution teams create bottlenecks that delay progress and limit business agility. A media workflow could involve multiple teams and dozens of tools, requiring multiple weeks with manual processes at each step of the workflow.
These challenges compound as more content is produced and teams are looking to create efficient processes and media. Media companies need intelligent automation that goes beyond simple workflow orchestration. They need solutions that can understand context, make decisions, and coordinate complex multi-step processes through natural language interactions.
Introducing agentic AI for a media lake
In July of this year, we announced a Guidance for a media lake on Amazon Web Services (AWS). It helps customers achieve unified content management, semantic search across media libraries, and automated metadata enrichment and discovery.
In July of this year, we announced a Guidance for a media lake on Amazon Web Services (AWS). It helps customers achieve unified content management, semantic search across media libraries, and automated metadata enrichment and discovery.
We are updating the guidance with agentic AI capabilities through Amazon Bedrock AgentCore (Preview), transforming how media teams interact with their media and workflows. Agentic AI abilities in a media lake allow for multiple agents to complete workflows, increasing business agility. Instead of navigating multiple interfaces and manually coordinating between systems, teams can now execute multi-step workflows through natural language requests.
Consider these scenarios: A producer can request, “Send the final cut to our post-production partner with 4K masters and proxy files,” or marketing can ask, “What is in this video, generate a summary.” The guidance understands the context, identifies the required assets, coordinates the necessary services, and executes the complete workflow—all from a single conversational interface.
For more information and detail about real world implementations with AWS Partners such as Nomad Media, MASV, and TwelveLabs, visit the AWS blog or see AWS at IBC 2025 in Hall 5, stand C.90
Latest posts by News Feed (see all)
- Guidance for a media lake on AWS: Accelerate media operations with agentic AI - September 10, 2025
- AWS to show new generative AI, news distribution innovations at IBC 2025 - September 4, 2025
- AJA Announces BRIDGE LIVE 12G-4 - September 4, 2025
