Amagi is expanding its NOW platform with the introduction of Agentic Media Operations. By integrating reasoning agents powered by Amagi Intelligence across its industry cloud platform, Amagi is enabling media enterprises to break the link between content growth and operational overhead.
As content volumes surge and distribution across global platforms becomes the norm, traditional manual workflows have become a bottleneck to scaling. Amagi’s move towards agentic media operations enables media teams to manage large content libraries and deliver globally without a linear increase in costs.
Srividhya Srinivasan, Co-founder & CTO, Amagi, said, “Our customers don't need another standalone AI tool; they need their existing workflows to be intelligent. With these new agentic capabilities, we are enabling a low-touch, high-scale operating model where AI agents handle the heavy lifting of media preparation, so customers can scale without a linear increase in cost.”
Amagi NOW addresses the four most labour-intensive areas of the media supply chain, including meta enrichment. AI agents analyse content to auto-generate deep metadata and electronic programme guide (EPG)-compliant descriptions for platform distributions. With support for over 25 languages, media teams can localise metadata at scale, allowing them to launch into new international territories in days for streaming.
For artwork generation, agents automatically generate and transform posters and key art into platform-compliant formats, including vertical formats for mobile-first distribution. By using subject-aware cropping, the agents ensure "first-time-right" delivery and eliminate common platform rejection cycles, freeing creative teams from tedious versioning tasks.
For ad-break identification, instead of manually placing ad breaks, reasoning agents analyse the video context to identify optimal ad break positions. This protects the viewer experience while ensuring content is monetisation-ready for free ad-supported streaming television (FAST) and advertising-based video-on-demand (AVoD) platforms immediately upon ingestion.
Lastly, when it comes to localisation and captioning, localisation agents produce high-accuracy closed captions and subtitles from audio in 29+ languages and translate them to 100+ languages. This removes external vendor dependencies and readies content at scale for a global audience.
To find out more, visit booth W2331 at NAB 2026, which is taking place from April 19-22 at the Las Vegas Convention Centre.
