Synamedia will use the IBC 2025 conference to spotlight a wave of new artificial intelligence features that the video software company says will redefine streaming experiences, advertising effectiveness and operational efficiency.

At its stand in Hall 1, the company plans to show upgrades to its Synamedia Go and Quortex Play platforms, new applications of dynamic ad insertion and the European debut of Quortex Switch, billed as the first standards-based dynamic CDN switching solution.

One centerpiece will be a demonstration of Synamedia Senza, launched last year, which blends broadcast television, streaming video and social media feeds into a unified experience. The demo uses AI to personalize discovery and recommendations while allowing viewers to add live streams from friends directly into their TV feed. Ad personalization is also on display, with Synamedia’s Iris advertising platform dynamically generating custom video ads based on who is watching.

Synamedia Go’s AI powers natural language search on mobile devices with results displayed on the TV, along with dynamic video recommendations from an AI agent. Other connected tools include Synamedia Gravity, which tracks broadband performance, and ContentArmor, which applies forensic watermarking to combat piracy.

The company is also addressing one of the industry’s biggest challenges: making it easier for viewers to find content. A separate demo of Synamedia Go shows how AI-powered personalization, enriched metadata and visuals can streamline discovery across live programming, on-demand libraries and short-form video.

On the advertising side, Synamedia will showcase how dynamic ad insertion tools provide analytics on impressions and revenue by channel and device. The platform also identifies lost monetization opportunities by tracking ad filler duration and revenue leakage, while enabling features like sports blackouts and primary distribution channel origination.

Quortex Play now integrates with ContentArmor to allow easy watermarking of live streams, which can trace the origin of leaks and block unauthorized use. New dashboards will provide customers with real-time insights into performance and monetization.

Synamedia also announced it is joining Akamai, Cisco and CDN77 as a founding member of OpenMOQ, a consortium to advance MOQ, an IETF standard for high-performance publish/subscribe communications. The group intends to build open-source software for media use cases ranging from ingest to distribution.

Additional demonstrations at IBC will include AI-enabled workflow orchestration, live metadata processing for sports, and an AI-driven video quality agent that automates encoder evaluations and bitrate optimization to reduce CDN and storage costs.

“At Synamedia, we are deeply embedding AI across our portfolio to deliver tangible benefits – from personalised user experiences to smarter advertising, automated operations for improved ROI, and video quality improvements,” said Synamedia CEO Paul Segre. “Our customers are already exploring how to use AI agents to configure networks and optimise workflows, showing how quickly the landscape is changing. With these innovations and our talented engineering teams, we are proud to be shaping the next era of streaming and sharing our vision at IBC 2025.”