TLDR: Synamedia is set to showcase a comprehensive suite of AI-driven innovations at IBC2025 in Amsterdam, focusing on transforming video networking, advertising, service operations, and user experiences. Key highlights include advancements in Synamedia Go, Quortex Play, dynamic ad insertion, the European debut of Quortex Switch, and the integration of AI agents and Large Language Models across its portfolio.
LONDON – Synamedia, a leading video software provider, has announced its plans to unveil a significant array of AI-powered innovations at the upcoming IBC2025 event in Amsterdam, scheduled for September. The company aims to demonstrate how artificial intelligence is fundamentally redefining various facets of the video industry, from content delivery and monetization to operational efficiency and personalized viewer engagement.
At its stand in Hall 1, booth B49, Synamedia will highlight key improvements to its flagship platforms, Synamedia Go and Quortex Play. These enhancements are designed to leverage AI for more intuitive and engaging user experiences. A major announcement for IBC2025 will be the European debut of Quortex Switch, touted as the industry’s first standards-based dynamic CDN switching solution, which will feature new integration with Quortex Play. This technology promises real-time CDN switching at the segment level, automated scaling, and optimized cost-performance across diverse cloud and edge environments, crucial for high-stakes live content like sports and news.
Synamedia’s commitment to AI is evident across its portfolio. The company will showcase how AI is being deeply embedded to deliver tangible benefits, including personalized user experiences, smarter advertising, automated operations for improved return on investment (ROI), and significant video quality improvements. Paul Segre, CEO of Synamedia, emphasized this strategic direction, stating, “At Synamedia, we are deeply embedding AI across our portfolio to deliver tangible benefits – from personalized user experiences to smarter advertising, automated operations for improved ROI, and video quality improvements.” Segre further noted the rapid evolution of the landscape, adding, “Our customers are already exploring how to use AI agents to configure networks and optimise workflows, showing how quickly the landscape is changing. With these innovations and our talented engineering teams, we are proud to be shaping the next era of streaming and sharing our vision at IBC 2025.”
Further demonstrations will include how Synamedia’s AI agents and Large Language Models enable users to interact with products using natural language for configuring and optimizing workflows. The implementation of a Model Context Protocol (MCP) server for Quortex Link is set to unlock new interaction possibilities. The Synamedia Senza platform, launched a year prior, will also be featured, showcasing its vision for future viewing experiences over the next five years. This includes using AI to unlock new levels of content discovery and personalized viewing, blending TV, streaming, and social media content into a seamless user experience across devices.
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In addition to product showcases, Synamedia announced its role as a founding member of OpenMOQ, a new consortium alongside Akamai, Cisco, and CDN77. This initiative aims to advance MOQ, an emerging IETF standard for high-performance publish/subscribe communications, by building open-source software for media use cases such as ingest, primary distribution, and large-scale delivery. Other demonstrations at IBC will cover AI-enabled workflow orchestration, live metadata processing for sports, and an AI-driven video quality agent designed to automate encoder evaluations and bitrate optimization, thereby reducing CDN and storage costs. The company will also present new Quortex Play dashboards offering enhanced insights into operational performance and monetization.
