Mumbai: Amagi, a cloud-native SaaS platform powering broadcast and streaming TV worldwide, has unveiled its AI-driven Artwork Generation and Transformation capability as part of its ingest-to-monetization platform, Amagi NOW. The new feature enables media companies to convert raw video into platform-ready promotional artwork seamlessly within a single ecosystem.
Built on Amagi Intelligence, the company’s AI layer, the capability addresses a longstanding operational challenge in content distribution — the artwork bottleneck. With a single title requiring multiple versions of artwork across FAST, OTT, connected TV, and social platforms, the process has traditionally involved manual resizing, localization, and repeated creative iterations. Amagi’s new solution automates this workflow end-to-end, significantly reducing turnaround time and minimizing rejection cycles.
A key highlight of the system is its ability to analyze video content frame by frame, identifying the most compelling image based on composition, subject prominence, emotional resonance, and narrative context. This selected image serves as the foundation for all downstream creative assets, while still allowing editorial teams to review and refine outputs before publication.
From this base image, the platform automatically generates multiple format variants — including 16:9 for connected TV, 9:16 for mobile, 1:1 for social media, and other platform-specific requirements — while preserving visual integrity and adhering to layout constraints.
The entire creative process is managed within Amagi NOW’s Media Manager, enabling teams to add logos, overlays, and branded templates without relying on external tools. Features such as role-based access, preview functionality, and audit trails ensure transparency and control across the workflow.
The company said the innovation is aimed at reducing operational inefficiencies and scaling content distribution without increasing creative team workloads. By automating manual tasks such as frame selection and resizing, the solution is expected to cut artwork turnaround times from days to minutes while ensuring consistent brand representation across platforms.
“The industry has reached a breaking point where the sheer volume of platforms is outpacing the human ability to create for them. For too long, the ‘last mile’ of distribution—getting the right thumbnail for every app and region—has been a manual grind that slows down great stories. By teaching our AI to understand the narrative ‘soul’ of a video, we’re not just automating a task; we’re giving creative teams their time back. It’s about moving at the speed of streaming without ever losing creative integrity,” said Srividhya Srinivasan, Co-founder and Chief Technology Officer, Amagi. “Also, beyond solving operational headaches, innovations like the AI Artwork Engine drive deeper engagement with our ecosystem, translating customer success directly into long-term, scalable growth for Amagi.”
The AI-driven Artwork Generation and Transformation capability is currently available to Amagi NOW customers, with a phased rollout to the broader user base set to begin in Q2 2026. The company will also showcase the new AI Artwork Engine at NAB Show in West Hall #2331.
