AI will be a major focus throughout IBC. Conversations will go beyond how AI shapes modern entertainment to explore how it is helping companies rethink the way they work. Amazon Web Services (AWS) has prepared a week of events, live demonstrations at its booth (5.C90) and programming designed to help media companies deliver more personalised viewer experiences across multiple platforms.
From the football pitch to the national newsroom, IBC attendees can connect with AWS to explore how we’re helping media companies innovate while meeting the security, compliance and data requirements their audiences and regulators expect.
Check out the AWS IBC2026 programming highlights below.
Special Events
AWS will be speaking at the World Skills Café, a hands-on forum for testing ideas and building partnerships, at the RAI on 10 September from 2pm–6pm. Register here.
Ahead of the show floor opening on 11 September, AWS will speak at The Hive Group Executive Breakfast, which runs from 7:30am–10:30am at The Traveller at the RAI. Join broadcasters, industry leaders and technologists for a candid conversation about the technical and commercial realities of changing broadcast infrastructure. Register here.
Capping off the first day, AWS will host a Women in Media and Tech event at Apollo Hotel on Friday, 11 September from 5:30pm–7:30pm. Hear from a panel including Soyoung Lee, Co-founder and Head of GTM at TwelveLabs; Rebecca Moore, Vice President of News Production, EMEA at CNN International (CNNI); Sylviane Lecomte, Chief Discovery and Experience Officer at Bedrock streaming (RTL/M6 Groups); and Nina Walsh, Global Business Development Leader for Media and Entertainment, Games and Sports (MEGS) at AWS, as they explore how modern technology is transforming entertainment from a passive, one-way broadcast into an interactive, multi-platform ecosystem shaped by real-time community, culture and cloud scale. Register here.
Discover how AI is helping power creative workflows during an exclusive breakfast experience curated by the AWS Studios, Creators and Music team on Saturday, 12 September from 9:30am–11:30am at the RAI, Hall 4, Level 2, L103. Explore demos from four innovative studios and creators first-hand and see how they are changing the future of content creation. Register here.
Hands-On Microdrama Studio and More
Ultra-short vertical microdrama series, with fast-paced episodes of 60–90 seconds designed for mobile viewing, are changing how people watch content. At the AWS stand (5.C90) in Hall 5, visitors can create their own microdrama with help from AI. After selecting film preferences (genre, character and more) on a tablet, AI agents generate a script to perform, along with digital environments and wardrobe based on those choices. In minutes, guests become creators and each walks away with a personalised microdrama clip.
The AWS stand will also feature interactive demos showing how AWS services and Partner solutions help speed up content production, automate repetitive tasks, reach audiences across channels and grow revenue. You’ll also see how open data approaches help media organisations find, use and earn from their content across any device.
Other stand highlights include the latest capabilities of Elemental Inference – AWS’s AI-powered vertical fully managed video service – and Amazon Leo, which lets broadcasters send live video from virtually any location using direct, secure connections to AWS instead of costly satellite uplinks.
New This Year: Startups and Amazon Entertainment Powered by AWS
The AWS for Startups team will have a dedicated space in the Future Tech Zone at stand 14.B30 in Hall 14. Visit the booth to explore demos from four cutting-edge AI startups that are building media and entertainment solutions on AWS – Compado, Meilisearch, Moments Lab and Plenitas. AWS is also co-sponsoring the IGNITE Startup area with NVIDIA, where AWS Startups Flawless AI, Nomalab, Viznet and Zero One Creative will be demonstrating their technology.
Prime Video, Amazon MGM Studios, Amazon Luna and Twitch all run on the same AWS services available to every customer. At IBC, attendees can see this first-hand in the Amazon on AWS Entertainment Loft, located on the second-level atrium outside Hall 5. The space invites attendees to try live gameplay, complete interactive walkthroughs and join guided discussions. Demos include NBA on Prime Video, AI-powered sports analysis, Prime Video streaming features such as X-Ray Recaps, Jump to Scene, shoppable entertainment and Luna cloud gaming, including new Twitch Playable Ads via Amazon GameLift Streams.
AWS Content Sessions
Throughout the week, AWS experts, customers and Partners will participate in presentations and panels. AWS stand (5.C90) visitors can check out a full slate of programming in the AWS Theater, featuring Bundesliga, Flawless AI, Jiostar, Prime Video, Sony Pictures, Twelve Labs, Warner Bros. Discovery, Yahoo and many more. Tailored to different audiences, the talks and panels will explore how customers and Partners are using AWS to create, connect and captivate audiences.
On the Future Tech stage, Innovate Dreams Director of Production Technology Adam Jones will join AWS Senior Visual Compute Solutions Architect Sean Wallitsch for a candid conversation on Real-Time Hybrid Filmmaking: How Innovative Dreams Is Rewriting the Rules of Production. Taking place on Saturday, 12 September from 10am–10:30am, the fireside chat will explore how the convergence of performance capture, LED virtual production and generative AI is changing how stories are made, including hit series House of David and feature film Young Washington.
Attendees can also find AWS on the IBC Content Everywhere Stage 1 for the following sessions (all times are local CEST):
How Agentic AI Is Redefining the Media Value Chain (featuring AWS Broadcast and Streaming Business Leader Chris Ziemer, TwelveLabs Co-founder Soyoung Lee and Grabyo CEO Gareth Capon)
Friday, 11 September, from 11:15am–12pm
Beyond the Live Event: How Sports Content Is Expanding Fan Engagement (featuring AWS Global Leader of Business Development for M+E, Games, Advertising and Sports Nina Walsh and Dolby OptiView VP of Product Strategy Paul Boustead)
Saturday, 12 September, from 12:45pm–1:30pm
The Value of Cloud for Production: Inside BBC’s Cloud Analysis Journey (featuring BBC Head of Product Andy Corp and AWS Principal Media and Entertainment Business Leader Ian Munford)
Saturday, 12 September, from 11:15am–11:35am
Born in the Cloud: How Untold Studios Rebuilt the Creative Studio for the AI Era (featuring AWS Enterprise Account Executive Ben Moss and Untold Studios CTO Amaan Akram)
Sunday, 13 September, from 3:30pm–3:50pm
Connect with AWS Experts
Visit the AWS stand (5.C90) and the AWS for Startups stand (14.B30) to see what’s new from AWS and Partners. Book a meeting with an AWS expert at the show.
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