FIAT/IFTA World Conference 2024

In addition to being a tool, technology has a transformative power. And in the field of audiovisual information management, traditionally based on a high investment in human resources, the use of algorithms has a substantial impact. After a first phase mainly focused on the use of automatic transcription and facial recognition tools, the ATRESMEDIA Archive is now evolving into the use of new generative AI. A technological project framed in a broader objective such as the transformation of the profile of the professionals who work in the Archive. What will be the identity of this new profile, its survival and its place in the ecosystem of television production, are the main incentive to actively promote and monitor from the Archive itself a technological change that sooner or later will in any case be unstoppable