At ISE 2025, GRUP MEDIAPRO, leader of the European audiovisual sector due to its transversality and constant innovation, announces an expanded collaboration with Google Cloud this Tuesday to create an innovation laboratory specialized in the application of generative artificial intelligence (gen AI) for the Media and Entertainment industry. As a result of this collaboration, GRUP MEDIAPRO is already developing different generative video and image creation solutions, as well as personalized assistants for this industry.
GRUP MEDIAPRO began their collaboration with Google Cloud in 2023 with different proofs of concept. Now, utilizing Google Cloud’s advanced AI technology, GRUP MEDIAPRO is launching a work project for the development of specific AI solutions for the Media and Entertainment industry. The team, comprised of professionals from the AI Center of the Innovation area of GRUP MEDIAPRO, will collaborate with Google Cloud experts to leverage their knowledge and experience.
The first initiative from this laboratory will be the development of Creative Suite, a creative platform for generating images and videos with AI. This will provide creative profiles with a private and secure environment for creating generative images and videos, without the need for technical knowledge and access to advanced functionalities that will allow them to get the most out of their creativity.
Additionally, within the scope of this long-term collaboration includes experimenting with Gemini models to generate assistants personalized to the needs of creators. It will be a collaboration model in which the creator will always be at the center of the decision and will be the one who defines what type of assistance they want to develop their work in a more agile way.
GRUP MEDIAPRO is also exploring the multimodal capabilities of Gemini models to multiply the value of content through automatic tagging, which will allow, for example, intelligent archiving or the generation of summaries and highlights of any type of audiovisual content.
GRUP MEDIAPRO at ISE 2025
GRUP MEDIAPRO will have a prominent presence at ISE 2025, the world’s largest AV tech show, taking place February 4-7 at the Fira de Barcelona – Gran Via venue. Its large stand, located in Hall 4 (4H500), will be the hub for announcements about the group’s plans in various key areas (including AI, post-production and virtual production) plus panel discussions and talks by industry leaders.
The group will also be present in Hall 8.1 in a major, 1,000 sqm space devoted entirely to esports. Produced by ISE and LVP (GRUP MEDIAPRO), this new feature is called the Esports Arena and over the four days of the show will host exhibition tournaments as well as talks and panel discussions with leaders from the esports and audiovisual sectors.