LAS VEGAS — The NAB Show opened on April 5, featuring 1,100 companies exhibiting and over 60,000 registered attendees. The 2025 edition of the media and entertainment technology event promised a focus on the creator economy, AI technologies, advancements in cloud virtualization, and streaming.
“This show has been successfully reimagined as a home for content creators of all types – from social media to television to the big screen and it delivers on that promise by showcasing cutting-edge innovation that will further evolve the art of storytelling across all mediums,” said Karen Chupka, EVP of global connections and events for NAB.
Here’s a look at what some members of the Content Delivery & Security Association (CDSA) had to share at the show:
Veritone
Veritone brought AI solutions to Las Vegas, emphasizing how its offerings can turn unstructured video and audio into searchable and easily monetizable assets.
The company was showcasing its Veritone Data Refinery service, geared toward helping its customers monetize and license proprietary content while ensuring just the right security measures and guidelines for appropriate use. Veritone’s solution prepares and enriches raw media for machine learning, large-scale data licensing, and AI model development.
A reimagined Digital Media Hub was also announced, with upgrades including modernized navigation and intelligent search; one-click analytics and AI-powered insights; advanced branding and personalized pathways; and a new DMH Lab workflow hub, which enriches metadata via AI-driven cognition engines (and integrates with social and external platforms for optimized content distribution and monetization).
Also on display was Veritone’s Broadcast Content Intelligence which transforms live radio and TV broadcasts into structured, searchable data, enabling users to instantly find anything from spoken words and sentiments to faces, logos and objects.
“Media organizations are sitting on vast amounts of untapped content, much of it unstructured and difficult to leverage,” said Veritone CRO Sean King. “At NAB 2025, we’re excited to showcase how Veritone unlocks the full value of audio and video assets — turning raw media into structured, searchable and revenue-generating opportunities. Whether it’s automating content discovery, streamlining monetization or enhancing data intelligence, we’re redefining what’s possible for broadcasters, content creators and rightsholders.”
Irdeto
Security firm Irdeto announced it was partnering with American Cinema Editors (ACE) on a new educational program that gives film and video editing students access to raw scenes from Netflix titles like “The Queen’s Gambit,” “A Series of Unfortunate Events,” “Somebody Feed Phil,” and “The Old Guard.”
The idea behind the ACE Editing Experience is to provide budding artists access to real content to help hone their craft. Irdeto’s forensic watermarking solution TraceMark for Distribution is being used to safeguard the transfer of high-value video assets throughout the program.
Founded in 1950, ACE is an honorary society of motion picture editors with the mission of promoting the art and craft of film editing while nurturing future talent in the industry.
The program has ACE providing editing students with dailies that made up scenes from Netflix titles, giving them the ability to work on a drama, a comedy and an action scene. Students are provided with access to all the takes that were filmed for a specific scene of a movie or series and are tasked with the challenge of creating their cut of the scene. The exercise both offers hands-on experience in video editing and also encourages students to make thoughtful decisions about how to best convey the narrative. In class, students’ cuts are compared and contrasted against the original editor’s cut.
Irdeto’s TraceMark for Distribution will be used to identify potential security weaknesses and disrupt unauthorized distribution at the source.
“ACE has a long history of supporting educational initiatives related to film editing, so we are thrilled to be empowering the next generation of editors to explore their unique creative voices in a secure environment. The collaboration with Irdeto reinforces ACE’s dedication to fostering innovation and excellence in the art of film and television editing. We are grateful for their partnership,” said ACE VP Kevin Tent.
Andrew Bunten, COO for video entertainment at Irdeto, added: “At Irdeto, we believe technology plays an essential role in safeguarding the works of creative professionals so they can focus on what they do best. Our partnership with ACE marks a pivotal moment in our commitment to all-inclusive protection across the entertainment industry – from established luminaries of film and video editing to up-and-coming rising stars. By providing ACE with our cutting-edge TraceMark for Distribution solution, we aim to empower students with the confidence to explore their unique editing styles.
“Together with ACE, we’re not just protecting content; we’re fostering a secure, creative environment for the industry’s future talent.”
Sony
Sony came into NAB doing what it does best: improving the technology behind displays.
The company was set to show off a new, next-gen display system incorporating an independent drive RGB LED with a high-density LED backlight, one that can individually control three primary colors: R (red), G (green), and B (blue). Sony says the tech enhances both film production and the cinematic experience at home, by allowing each RGB color to emit light independently, resulting in high color purity and the ability to reproduce images with a wide color gamut.
The display system comes with Sony’s proprietary advanced backlight control technology, which enables faithful reproduction of delicate hues and subtle gradations of light across every corner of the display. The system enhances image elements with the goal of faithfully relaying the creator’s intent.
The system is set for mass production this year with the goal of integration into consumer TVs and displays for content creation.
Amazon Web Services
Amazon Web Services (AWS) came into the show with a new partnership to tout: Warner Bros. Discovery Sports Europe worked with AWS to launch Cycling Central Intelligence (CCI), a GenAI-powered platform that reimagines how mountain bike events are brought to viewers worldwide. The platform debuted at the 2025 WHOOP UCI Mountain Bike World Series season opener Brazil.
The initiative also sees AWS becoming the official cloud infrastructure, AI, machine learning, and deep learning provider for the WHOOP UCI Mountain Bike World Series.
The CCI promises to dramatically improve efficiencies for cycling commentators by making it easier for them to access comprehensive information about riders, venues and race histories during a live broadcast.
“What makes CCI truly revolutionary is how it enhances and complements the human expertise that makes sports broadcasting special,” said Chris Ball, VP of cycling events at WBD Sports. “Our commentators and producers bring unmatched levels of experience and passion for the sport, and through our partnership with AWS, CCI ensures they can expertly craft the compelling stories and insights that our viewers love and that will keep them engaged.
“This collaboration represents a significant step forward in our ongoing commitment to innovation in sports broadcasting,” Ball said. “By combining cutting-edge AI technology with our leading production expertise, we’re setting new standards for how mountain bike events are brought to life for viewers around the globe.”
Samira Panah Bakhtiar, GM of media and entertainment, games, and sports at AWS, added: “AWS is helping Warner Bros. Discovery enhance the art of sports storytelling through the practical uses of generative AI. This collaboration showcases how AWS’ generative AI services can amplify human expertise. By handling time-consuming research and data synthesis tasks, CCI frees up WBD’s talented commentary teams to focus on their passion and ability to capture the excitement of live sports.”
The CCI platform leverages the GenAI capabilities of Amazon Bedrock and Anthropic’s Claude 3.5 on AWS to create a unified knowledge base that processes and analyzes hundreds of documents about riders and events, along with vast databases of results, race times, and athletic performance. Add it up and the system helps commentators and production teams access information through natural language queries, reducing research time and enabling engaging, data-driven storytelling.
The platform uses Amazon Textract for document processing, Amazon Translate for removing language barriers across international content, and Amazon Comprehend for organizing and structuring information.
Adobe
Adobe came to NAB armed with new AI-powered advancements in Premiere Pro, a list of Oscar-winning movies using Adobe’s video solutions, and the announcement that Generative Extend is now available with support for 4K and vertical video, transforming editors’ workflows in Premiere Pro.
Generative Extend uses AI to generate and expand the length of video and audio clips and AI-powered Media Intelligence to quickly find specific clips in terabytes of footage in seconds.
Additionally, Adobe After Effects is now offering improved performance and 3D tools, and Frame.io has upgrades for storage, transcription, and expanded support for document formats.
Other upgrades now available in Premiere Pro include AI-powered Caption Translation, which automates the work of generating multilingual captions. Premiere Color Management is available now and takes the guesswork out of color by transforming raw and log footage from nearly every camera into HDR and SDR the moment clips are imported.
“We’re so excited to see how the Premiere Pro community uses Generative Extend in 4K and AI-powered Media Intelligence to create stories that capture our imaginations,” said Ashley Still, SVP and GM of digital media at Adobe. “By harnessing the power of Firefly and our advanced AI capabilities, we’re transforming the video editing experience and enabling our customers to focus on what matters most to them — telling vivid, compelling stories.”
Justin Barnes, executive creative director and partner with Versus Creative Studio, added: “Adobe’s new Firefly-powered video tools like Generative Extend have been transformative for our creative and post-production workflows. They seamlessly integrate into our existing pipeline, allowing us to rapidly experiment, iterate, and develop creative ideas faster than ever. The ability to automate time-consuming tasks has unlocked all new efficiencies and given back time to the creative process, allowing us to further push the limits of storytelling.”
Lastly, Adobe brought the receipts: films that won Oscars overwhelmingly chose Adobe tools to get the job done, including Anora (winner of Best Picture, Best Director, Best Film Editing, Best Original Screenplay and Best Actress), Dune: Part Two (winner of Best Visual Effects, Best Sound) and The Substance (nominated for five Academy Awards including Best Picture).
