NAB Show: Avid Showcasing AI-Powered, Connected Intelligence

Avid is highlighting new media production technologies today ahead of the NAB Show in Las Vegas, April 18-22. The company will demonstrate its end-to-end production platform in Booth N2226, focusing on how news organizations, studios and broadcasters can manage content more efficiently through intelligent, connected workflows.

At the center of Avid’s showcase is Content Core, a cloud-native production solution that unifies asset identity, ingest, storage, metadata, orchestration and rights management into a single platform. The system supports hybrid on-premises and cloud environments, connecting teams and data to streamline postproduction and news workflows.

Wellford Dillard, Avid CEO, said Content Core is designed to break down operational silos and enable seamless collaboration while providing a high return on investment. “Content Core helps customers modernize without disruption and transform media operations without unnecessary complexity,” he said.

Avid will also preview expanded Content Core capabilities featuring AI-driven intelligence, agentic workflows and automation tools designed to help organizations manage, orchestrate and monetize media assets.

Kenna Hilburn, Avid CPO, described Content Core as a bridge for postproduction and news teams within a flexible hybrid ecosystem that integrates with existing infrastructures. “It builds toward a future where Content Core becomes the intelligence layer of the entire media enterprise,” Hilburn said.

At NAB, Avid will demonstrate next-generation postproduction workflows featuring Media Composer, Pro Tools and Avid NEXIS. These demonstrations will emphasize editorial collaboration across distributed teams, AI-powered media discovery and metadata management. News production demos using MediaCentral, iNEWS and Wolftech News will showcase unified editorial planning and story development for multi-platform distribution.

The company will also highlight cloud-enabled media workflows that allow production across hybrid environments without compromising performance. New cloud partnerships and third-party integrations with companies such as Quickture, Flawless, Acclaim Audio, Fraunhofer and CuttingRoom will be on display.

A highlight of Avid’s NAB presence will be the Avid Theatre thatwill host sessions featuring creatives behind projects such as One Battle After Another and KPop Demon Hunters. Presentations from AWS, Google and ITN will focus on the technologies and collaborative workflows shaping media production.

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