Media companies are expanding experiments using AI, with a focus on cutting production costs, developing new genres and improving user experience. Video tools now generate longer 4K content with audio and better character consistency. Broadcasters and studios are testing AI in election coverage, animation and drama, while China pushes commercialisation. In distribution, recommendation algorithms and AI dubbing are becoming core infrastructure. The shift is also raising concerns over copyright, creator protection and review standards.

Adobe is unveiling CX Enterprise, an AI-agent platform designed to help corporate customers automate digital marketing and related work. The move is aimed at responding to changes in the software market led by AI. The company said the platform can help businesses strengthen customer engagement, sales and loyalty. Adobe announced CX Enterprise at its annual digital marketing and customer experience conference in Las Vegas.