IBC 2026 Preview: Enterprise production scales up with smaller teams and smarter tools

Enterprise organizations continue to invest in broadcast-quality production capabilities for internal communications, marketing and live events.

At IBC 2026, set for Sept. 11-14 in Amsterdam, coverage of the enterprise segment is expected to focus on studio design, production technology, operational workflows and content strategies built to scale across corporate environments.

From one-off shoots to shared services

Corporate production teams have taken on many of the characteristics of broadcasters, according to industry executives, including multiple studios, regional stakeholders and continuous demand for on-brand content.

“Enterprise media teams increasingly look like compact broadcasters, with multiple studios, regional stakeholders and a constant demand for consistent, on-brand content,” said Derek Barrilleaux, chief executive of Projective. Barrilleaux said organizations building sustainable operations tend to treat content production as a shared service, built around a single project and archive framework rather than local drives, team-specific cloud folders and one-off workflows. As those operations mature, he said, performance metrics shift from volume alone to how quickly teams can find, adapt and reuse existing assets across campaigns and regions.

Kathleen Barrett, chief executive of Backlight, said production capability is no longer the limiting factor for enterprise teams, most of which can now shoot, edit and publish at broadcast quality with little friction. She said the constraint has moved to control.

“Knowing what you have, whether it’s on-brand, whether you hold the rights to use it, and what the return was on producing it,” Barrett said, describing the questions organizations now need to answer. She said enterprise teams should invest in content governance and measurement while their libraries are still small enough to organize.

Studio design built for smaller teams

IP-based infrastructure has lowered the cost of building broadcast-grade studios while making systems easier to operate with fewer people, several executives said.

Nick Ma, chief executive and chief technology officer of Magewell, said advances in AV technology have given corporate organizations flexible solutions that deliver broadcast-grade quality and reliability at lower cost than in the past.

Advertisement

“New enterprise studios can be designed from the ground up on an IP-based media architecture, which can reduce infrastructure costs and provide the flexibility to incorporate any source type – from AV signals to IP streams – while distributing the resulting content across multiple platforms,” Ma said. He added that enterprise studios tend to be smaller and designed for straightforward operation, allowing smaller crews or solo operators to produce content.

That shift toward smaller, leaner teams is shaping how systems get built, said Kieran Phillips, director of sales and marketing at CJP Broadcast.

“Corporate production systems need to be designed around the size and structure of the teams using them, which often means smaller production and technical teams,” Phillips said. “Automation can take care of repeatable tasks, while straightforward operation helps people move between marketing, training, leadership communications and live content.”

Phillips said the goal is not to reduce what a studio can do, but to make professional production manageable for the team operating it.

AI enters everyday workflows

Executives said artificial intelligence is increasingly built into day-to-day enterprise production rather than treated as a separate initiative.

Ivy Li, marketing director at Telycam, said AI-enabled features such as auto-tracking, audio tracking and intelligent auto-switching are making professional production accessible to non-specialists, even as demand for corporate content raises expectations for image quality, latency and reliability. Li said enterprise production is moving toward a model in which AI lowers operational barriers while broadcast-grade performance becomes the standard.

Audiences now expect the same production quality from corporate communications as they do from broadcast content, said Jordan Thomas, marketing manager at QuickLink.

“Many organizations are moving beyond one-off productions and investing in scalable, repeatable workflows that support everything from executive communications to live events and training,” Thomas said. “The challenge is delivering professional results through technologies that are intuitive to use and can grow alongside the needs of the organization.”

Claudia Barbiero, director of global marketing at PTZOptics, said video has moved beyond marketing to become central to how companies communicate with employees, customers, partners and stakeholders, pushing enterprise production toward a strategic business function rather than a creative service. She said rising expectations without proportional growth in team size are driving adoption of automation and AI.

“They aren’t replacing creative teams,” Barbiero said. “They’re helping smaller teams work more efficiently by handling repetitive production tasks so people can focus on the message, the audience and the overall experience.”

Barbiero said cameras are also beginning to move beyond capturing video to interpreting what they see and contributing context to production workflows, which she described as a shift in how video functions within an organization.

Scaling content across languages and markets

Enterprise organizations are producing more live and on-demand content to reach employees, customers and stakeholders across regions, according to Bartell Cope, vice president of go-to-market at Lingopal.

Advertisement

Cope said the barriers to entry in video production have already dropped significantly, shifting the focus toward cloud-based workflows that support global accessibility, multilingual communication and consistent branding across markets.

“Faith-based organizations, podcasters, corporate venues, governmental and education institutions are good examples of the types of teams starting to move beyond basic transcription and captioning toward more dynamic, live translation approaches,” Cope said. He said ensuring audiences can understand content in real time, regardless of language, is becoming a differentiator for organizations already treating video as a standard communication tool.