Bengaluru: Amagi, a global leader in SaaS technology for broadcast and connected TV (CTV), has announced a major expansion of its Amagi NOW platform with the introduction of Agentic Media Operations, aimed at enabling autonomous and scalable media workflows.
The new capabilities integrate reasoning agents powered by Amagi Intelligence across the company’s industry cloud platform, allowing media enterprises to decouple content growth from operational overhead. As content volumes increase and global distribution becomes more complex, the shift seeks to address inefficiencies caused by traditional manual workflows.
The agentic framework introduces automation across key areas of the media supply chain, including metadata enrichment, artwork generation, ad-break identification, and localization with captioning. These capabilities are designed to streamline operations, reduce dependency on manual intervention, and accelerate time-to-market for content distribution.
Commenting on the development, Srividhya Srinivasan, Co-founder and CTO, Amagi, said, “Our customers don’t need another standalone AI tool; they need their existing workflows to be intelligent. With these new agentic capabilities, we are enabling a low-touch, high-scale operating model where AI agents handle the heavy lifting of media preparation, so customers can scale without a linear increase in cost.”
Among the key features, AI agents can automatically generate deep metadata and EPG-compliant descriptions, supporting localisation in over 25 languages to help media companies expand into new markets faster. The platform also enables automated artwork creation and formatting, including vertical formats for mobile-first environments, reducing rejection cycles and easing creative workloads.
Additionally, the system introduces intelligent ad-break identification, where agents analyse video content to determine optimal insertion points, balancing viewer experience with monetisation readiness for FAST and AVOD platforms. Localization and captioning capabilities further enhance scalability, offering high-accuracy subtitles in over 29 languages and translation support for more than 100 languages.
The rollout marks a significant step towards Amagi’s vision of a fully autonomous media supply chain, where AI-driven agents function as virtual operators—managing content ingestion, enrichment, and quality control while flagging exceptions for human oversight.
With this launch, Amagi aims to help media companies remain agile and competitive in an increasingly complex and content-heavy ecosystem, leveraging AI to transform operations and unlock scalable growth.
