AI, Audiences & Archives: Insights from IBC 2025 with Simon Allinson
On September 12-15, the world’s largest media and technology event took center stage. More than 43,000 visitors from over 170 countries visited the International Broadcasting Convention in Amsterdam this year. Right in the middle of it was Simon Allinson, Head of Creative Innovation & Strategic Partnerships at POP.
With a background in content for major brands, theatre, sonics, events and digital experiences, Simon leads the research and implementation of generative AI at POP, constantly on the frontier of AI tool testing to enhance creativity. Based in the UK, he aims to integrate new technology with storytelling in innovative and collaborative ways.
After a weekend of exciting exhibitions, sessions, panels, and workshops, Simon shares his insights with us.
AN INTELLIGENT CONTENT ARCHIVE
At POP, we work with clients with enormous content archives that can seem overwhelming – but with the right tools, they can be gold mines. We help build out asset systems and production workflows that put that content to work.
“Intelligent archives allow editors to do what they do best – craft the flow in that distinctly human way that no algorithm can replicate.”
Simon sees new tools “going beyond standard tagging to interpret visual content on a deeper level,” allowing IP owners to finally harness the full narrative and emotional power of their archives to fuel new creative possibilities.
AUDIENCE-FIRST: A WINNING STRATEGY
Our audience-first strategy continues to guide us, and IBC 2025 validated that approach as the industry puts audiences at the heart of content by reworking workflows to focus on individual viewer journeys and the importance of personalization.
“Audience engagement and personalized content have shifted from being optional enhancements to core components of media and marketing content.”
AI IS A GIVEN – IT’S HOW YOU USE IT THAT COUNTS
“AI was everywhere at IBC, but what’s changed is how boringly practical it’s become –and I mean that as the highest compliment.”
As a still-developing technology, the effectiveness of AI implementation in different areas can vary, so Simon cautions that “choosing wisely is key.” Finding the optimal technology mix can be challenging in a marketplace flooded with new companies and ever-evolving ideas, so having human talent to cut through the noise and drive real positive change becomes more important every day.
WHERE POP GETS AHEAD
The key to a robust content production strategy lies in building modular content workflows with the audience in mind with processes that can be upgraded quickly to leverage new AI models and technology.
“Every piece of content has multiple lives, every viewer can have a personalized experience, and every creative deserves tools that amplify their vision,” Simon tells us.
Want to learn more about how POP constantly drives innovation in creativity? Take a look at our approach to delivering personalized, meaningful campaigns at scale across markets.
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