What’s New at IBC 2025?

At IBC 2025, Avid used its platform to roll out new tools under the banner “Automate & Accelerate,” but underlying that is a more fundamental shift: treating media assets not as inert files but data nodes ripe for orchestration, AI, and cross-system synergy.

What’s New from Avid

• Avid Content Core
   This is Avid’s new cloud-native content data platform, and arguably their boldest step yet. The goal is to unify ingest, metadata, rights, orchestration, and storage into a single intelligent fabric. It’s not just a MAM — it’s a data layer that enables cross-system, agentic workflows. 

 Assets are fingerprinted, linked, and treated as active nodes — not buried in silos. That means editorial systems, archive systems, distribution systems, and AI agents can all speak to the same “media truth.” 

• Automation + AI enhancements
   In the “Automate & Accelerate” suite, Avid introduced several new AI/automation assist modules. These help accelerate tasks like metadata generation, media location, version creation, and search. The pitch is: you get more automation without losing editorial control. 

• Stronger hybrid/cloud interoperability
   Avid is ensuring that Content Core works across on-prem and cloud deployments. That gives you gradual migration paths and avoids big “rip & replace” transitions. Systems you already use (e.g. iNews, Media Composer) can tap into this new data layer. 

Why You Should Care

• Fewer silos, better asset reuse
   If you have legacy archives, orphaned ingest systems, or multiple production islands, Content Core gives you a newer layer to unify them. Instead of hunting through systems, you search once and pull the right asset back.

• Faster editorial cycles & less waiting
   AI-assisted metadata and automation means data gets enriched earlier in the pipeline. You’re not waiting until review or QC to tag or log — you get better usable data earlier, which speeds downstream tasks.

• Scalable and future-proof architecture
   Because it is built from the ground up for hybrid deployment, it supports both cloud and local systems. You can phase in changes. That’s safer for large facilities with multiple stakeholders.

• Easier integration with third-party tools
   Avid is taking a more open stance with APIs and data interoperability, so your custom tools, archives, distribution layers, machine learning engines can all talk to Content Core — reducing friction if your ecosystem is heterogeneous.

If your operation works with large archives, multiple content systems, or hybrid teams, this announcement is more than a new feature — it’s a foundation shift. And it gives you options for evolving your infrastructure instead of being locked in.

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