“ ” GenAI] is helping my comms team significantly at the content creation stage, from scripting to preproduction. The more I use it, the more my actual output gets better. — Associate director, strategy, streaming media, India There’s a plethora of use cases, internally and externally: accuracy of content and finding content but also the generation of content. How could we use our archive to generate new or summarize content? — VP IT, streaming media, UK While the current state of genAI adoption in streaming services is early and fraught with model performance and data challenges, adoption optimism remains. As they proceed with their planned expansions for using genAI, streaming services must weigh urgency with caution and pragmatism with innovation. This is a journey where trusted, third-party providers — especially those already integrated into organizational tooling — can guide the way to identify use cases aligned to the business. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12 13
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