The 2025 National Association of Broadcasters Show recently concluded in Las Vegas, drawing in approximately 55,000 attendees from the media and entertainment industries. While the attendance numbers were lower compared to pre-pandemic levels, it is evident that the industry is undergoing significant changes driven by AI technology and the growing creator economy. With over half of the attendees being first-time show visitors and a notable percentage coming from outside the U.S., it’s clear that the impact of AI is being felt on a global scale.
One of the key themes discussed at the event was the role of AI in transforming the creative process. Eric Shamlin, CEO of Secret Level, highlighted the shift towards a more inclusive approach to creativity, stating that AI is enabling individuals to unleash their creative potential like never before. However, there were also discussions around the importance of preserving human authorship and ensuring that AI tools enhance, rather than replace, the work of artists.
Throughout the convention center, AI technology was showcased in various forms, from content discovery to workflow optimization. Industry experts like Karen Chupka emphasized the need for a better understanding of the real applications of AI amidst the hype surrounding the technology. Companies like Adobe and Avid unveiled new AI features integrated into their editing software, aimed at streamlining tasks and empowering creatives to focus on their artistic vision.
In addition to established players, several AI startups made significant announcements at the event. Blackmagic introduced AI features in their postproduction system Resolve, while TwelveLabs announced a partnership with Amazon Web Services to bring their video analysis tools to a broader audience. The growing presence of AI in the industry signals a shift towards more efficient and innovative content creation processes.
However, amidst the excitement surrounding AI advancements, concerns about the impact of tariffs on entertainment technology manufacturers loomed large. Industry insiders expressed apprehensions about the potential effects of tariffs on production costs and the overall viability of the market. With uncertainty surrounding trade policies, the future of manufacturing in the entertainment industry remains uncertain.
Looking ahead, the next NAB Show is scheduled to take place in Las Vegas from April 18-22, 2026. As AI continues to reshape the landscape of media and entertainment, industry professionals are preparing to embrace new technologies and navigate the evolving challenges and opportunities that lie ahead.
