Amagi announced a major expansion of its Amagi NOW platform with the introduction of Agentic Media Operations. By integrating reasoning agents powered by Amagi Intelligence across its industry cloud platform, Amagi is enabling media enterprises to break the link between content growth and operational overhead.
As content volumes surge and distribution across global platforms becomes the norm, traditional manual workflows have become a bottleneck to scaling. Amagi’s move toward agentic media operations enables media teams to manage large content libraries and deliver globally without a linear increase in costs.
“Our customers don’t need another standalone AI tool; they need their existing workflows to be intelligent,” said Srividhya Srinivasan, Co-founder and CTO, Amagi. “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.”
Scaling Through Autonomous Capabilities
Amagi NOW addresses the four most labor-intensive areas of the media supply chain:
– Metadata Enrichment: AI agents analyze content to auto-generate deep metadata and EPG-compliant descriptions for platform distributions. With support for over 25 languages, media teams can localize metadata at scale, allowing them to launch into new international territories in days for streaming.
– Artwork Generation: Agents automatically generate and transform posters and key art into platform-compliant formats, including vertical formats for mobile-first distribution. By using subject-aware cropping, the agents ensure «first-time-right» delivery and eliminate common platform rejection cycles, freeing creative teams from tedious versioning tasks.
– Ad-Break Identification: Instead of manually placing ad breaks, reasoning agents analyze the video context to identify optimal ad break positions. This protects the viewer experience while ensuring content is monetization-ready for FAST and AVOD platforms immediately upon ingestion.
– Localization & Captioning: Localization agents produce high-accuracy closed captions and subtitles from audio in 29+ languages and translate them to 100+ languages. This removes external vendor dependencies and readies content at scale for a global audience.
The Vision: An Autonomous Media Supply Chain
The launch of these capabilities marks a significant step toward Amagi’s vision of a fully autonomous media supply chain. These agents act as virtual operators that monitor inbound files, enrich them, and flag critical issues for human review, allowing media companies to remain agile in a hyper-competitive market.
Experience Amagi’s agentic capabilities for media operations at NAB Show 2026, Booth #W2331.
