Presented by Silvia Candiani, Simon Crownshaw, and Chris Petranto at Microsoft Ignite 2025, this session investigates how agentic AI empowers media organizations and creators by automating workflows and tackling industry challenges.

AI + Creativity: The New Media Blueprint (BRK378)

Overview

Explore how agentic AI is reshaping media and entertainment at Microsoft Ignite 2025.

Speakers: Silvia Candiani, Simon Crownshaw, Chris Petranto
Session Type: Breakout | Foundational (100)
Language: English (US)
Event: Microsoft Ignite 2025

Main Topics

• Four Pillars of AI Transformation: Discover core focus areas in deploying AI within the media industry.
• Case Studies: Deep dives into Kantar, Premier League, Le Monde, and Hypercinema applications highlight practical impact and industry adoption of agentic AI.
• Kantar’s Mission: Insights into brand building and overcoming resistance from creative agencies.
• AI-Driven Creative Agility: Discussion on integrating software, encouraging agility, and reimagining the human role in content creation.
• Data Collaboration: Examines co-engineering between Kantar and Microsoft, emphasizing smarter analytics and operational efficiency.
• Brand Monetization with AI: Strategies for improving media monetisation through AI-driven insights.
• Agentic Systems: Introduction to autonomous AI agents, automation, and the intelligence shared across technology layers.
• Ethics & Security: Reflections on the importance of responsible AI, security, and maintaining human ingenuity in a tech-driven future.

Key Resources

• Microsoft Copilot and Agents at Work
• Microsoft for Media & Entertainment
• AI Technology in Media - Whitepaper March 2025 (PDF)

Chapters

1. Four Pillars of AI Transformation (0:00)
2. Case Studies: Kantar, Premier League, Le Monde, Hypercinema (8:21)
3. Brand Building & Creative Agency Resistance (13:49)
4. Agility, Software, and Human Roles in AI Creativity (22:23)
5. Data Collaboration & Co-Engineering with Microsoft (30:46)
6. Monetization & Smart Insights (33:52)
7. Agentic Systems – AI Automation Layers (35:20)
8. Ethics & Human Ingenuity (40:20)

Conclusions

• Integrating agentic AI throughout the media lifecycle can automate production, personalize experiences, and create new revenue streams.
• Strategic decisions on AI adoption will shape future competitiveness.
• Security, ethics, and human creativity remain foundational as AI becomes central to media workflows.

Presented by Silvia Candiani, Simon Crownshaw, and Chris Petranto for Microsoft Events.

Learn More

Find more sessions and resources from Microsoft Ignite at https://ignite.microsoft.com.