TrackIt

The Media & Entertainment industry is entering a new phase of AI adoption. Generative AI has proven valuable for tasks such as subtitle generation, metadata enrichment, semantic search, and content analysis. As organizations look beyond these individual use cases, attention is shifting toward a broader question: which operational workflows are best suited for agentic AI?

During a recent discussion hosted by Irina Oliinykova, Senior Solutions Architect at AWS, Matthieu Hausermann, EMEA Sales Lead at TrackIt, and Eric Toulain, Chief Product & Technology Officer at Embrace, explored how agentic AI is reshaping media workflows. The discussion examined:

The growing role of agentic AI in the Media & Entertainment industry
How AWS, TrackIt, and Embrace collaborated to develop the Agentic Compliance and Packaging solution
What the future of agentic AI could look like for the Media & Entertainment industry

Identifying a Real-World Use Case

Through the AWS Business Outcomes Xcelerator (BOX) Program, AWS, TrackIt, and Embrace came together to explore how agentic AI could address real operational challenges across the Media & Entertainment industry. Rather than starting with the technology, the teams began by identifying the problems broadcasters, streaming platforms, studios, and other media organizations encounter every day.

One opportunity stood out: media packaging and compliance. Preparing content for distribution requires far more than delivering a video file. Every delivery must include the correct combination of media assets, subtitles, metadata, artwork, trailers, audio tracks, and other supporting materials, all packaged according to the destination platform's specifications.

As content libraries expand and distribution grows across more platforms, coordinating these assets becomes increasingly complex. Operations teams spend valuable time locating files, verifying versions, confirming compliance requirements, and ensuring every required deliverable is present before content can be released. This makes media packaging and compliance an ideal use case for agentic AI, where repetitive validation and coordination tasks can be automated while keeping people involved in decision-making.

Media Packaging Bottlenecks - TrackIt, Embrace, and AWS Offer a Solution

"When you're packaging media for streaming platforms, there's a lot of back and forth. Is it the right media? Is it the right version? Have I packaged all the supporting assets? The subtitles? In the right language? There are so many exchanges that teams can end up missing deadlines simply because they're still looking for the media they need." - Eric Toulain, Chief Product & Technology Officer, Embrace

A Joint Solution Built by AWS, TrackIt, and Embrace

TrackIt Embrace AWS Agentic Compliance and Packaging Solution

To address this challenge, AWS, TrackIt, and Embrace developed the Agentic Compliance and Packaging solution, first showcased at NAB Show 2026 in Las Vegas. Built on Amazon Bedrock and Amazon Bedrock AgentCore, the solution showcases how multiple AI agents can work together to automate media packaging and compliance workflows.

Rather than relying on a single AI assistant, the solution uses a collection of specialized agents coordinated by a supervising agent. Each agent is responsible for a specific task, working together to assemble a complete distribution package.

Individual agents perform tasks such as:

Locating the primary media assets
Finding subtitles and ancillary materials
Validating content quality
Verifying compliance requirements for the destination platform and markets
Confirming distribution rights
Identifying any additional assets required for delivery such as trailers, posters, or artwork

Once the required assets have been gathered and all delivery requirements have been validated, the supervising agent presents the package for final approval. If an exception is detected, the workflow automatically brings in a human operator to resolve the issue before distribution.

"On top of AWS, you have the Embrace orchestration layer that simplifies the technical part... and where TrackIt comes in, it's more on the business side and implementing the specific workflow for the customer." - Matthieu Hausermann, EMEA Sales Lead, TrackIt

The objective is not to replace people, but to automate repetitive operational work. By reducing the time spent locating assets, validating requirements, and coordinating across teams, operators can focus on creative work, decision-making, and resolving exceptions rather than routine administrative tasks.

Building for an Evolving AI Landscape

As new foundation models and AI capabilities continue to emerge, organizations need solutions that can evolve alongside the technology. The solution developed by AWS, TrackIt, and Embrace was designed with this in mind.

Amazon Bedrock and Amazon Bedrock AgentCore provide a flexible foundation for building and orchestrating AI agents while allowing organizations to choose the models that best meet their requirements. As new models become available, they can be evaluated and incorporated without redesigning the entire workflow.

"AI is here to stay. What's important is choosing the right partners so customers don't get locked into a solution that won't deliver value as the technology evolves. We're here to provide the tools that help them stay up to date." - Eric Toulain, Chief Product & Technology Officer, Embrace

Identifying the Right Workflows for Agentic AI

In Matthieu's experience, the biggest challenge isn't deploying agentic AI. It's identifying the workflows where it can make the greatest operational impact. While interest in agentic AI continues to grow, many organizations are still evaluating where the technology can deliver measurable business value.

"Most customers haven't yet identified the workflows that could be augmented by agents. At TrackIt, we work with teams to understand what they do, identify the most promising workflows, and evaluate where agentic AI can deliver the greatest return on investment." - Matthieu Hausermann, EMEA Sales Lead, TrackIt

Not every process benefits equally from agentic AI. The strongest candidates are typically repetitive, coordination-intensive workflows that still require human oversight for approvals, creative decisions, or exception handling. Starting with workflow discovery helps organizations focus on business outcomes rather than technology alone. Media packaging is one example, but the same approach can be used to uncover automation opportunities across the broader media supply chain.

What’s Next

The collaboration between AWS, TrackIt, and Embrace demonstrates how agentic AI can be applied to solve real operational challenges in the Media & Entertainment industry. By combining workflow discovery, specialized AI agents, and a flexible AI foundation, media organizations can streamline complex operations while keeping people at the center of decision-making.

Watch the full discussion below and connect with the TrackIt, Embrace, and AWS teams at IBC 2026 to see the Agentic Compliance and Packaging demo in action.

Watch the Discussion: https://embrace.fr/news/aws-trackit-embrace/