Technology is Ready. Is the Industry? Futuresource Explores the Big Questions Ahead of NAB 2026

New Future Sessions video takes a close look at the forces reshaping media technology, from AI workflows to creator-led growth 

As the media and entertainment industry prepares to gather at NAB Show 2026, attention is turning to how quickly the industry can keep pace with its own technology. This is no longer a question of capability, but of adoption, integration and execution. 

That’s the focus of the latest Future Sessions video from Futuresource Consulting, featuring insights from leading Futuresource media technology analysts, Joyce Wang and Helen Matthews, who break down the key themes set to define this year’s show. 

“NAB will make it crystal clear just how far the technology has moved on,” says Joyce Wang. “What’s less clear, and what we delve into with this session, is how quickly the industry can absorb that change. For example, AI, cloud and hybrid workflows are already reshaping production and distribution, but integrating them at scale is a much more complex challenge.” 

In the video session, the discussion turns to several of the themes set to define both NAB and the next phase of the industry. 

AI is accelerating production, but creating new risks 

AI is rapidly transforming production workflows, from automated metadata tagging to agentic content generation. However, with that acceleration comes complexity.  

As AI removes entry-level tasks and speeds up output, it also introduces new challenges around skills development, quality control and creative differentiation. The role of the human in the workflow is becoming more critical, even as automation increases. 

The creator economy expands the reach of broadcast 

The creator economy continues to reshape the media landscape, by extending the reach of traditional broadcast, rather than replacing it. 

From niche live streaming to short-form content, new entrants are expanding the volume and diversity of video production. For technology providers, this represents a significant opportunity, as creators move beyond entry-level tools and begin investing in more professional-grade equipment. 

Cloud, FAST and hybrid workflows redefine scale 

Cloud infrastructure remains central to modern media workflows, enabling flexibility and scalability across both new entrants and established broadcasters, but the conversation has evolved.  

Rather than a full shift to cloud, the industry is settling into hybrid models. Brands are combining cloud and on-premise solutions to balance performance, cost and control. At the same time, FAST channels and digital-first distribution are creating new routes to audience and monetisation. 

The converge between Broadcast and Pro AV technologies enhance 

One of the most significant shifts ahead of NAB is the growing convergence between broadcast, pro AV and enterprise video. Driven by the rise of video-first communication, organisations beyond traditional media are adopting broadcast-level production tools.  

This is creating new demand for solutions that deliver high-quality output without requiring specialist expertise, pushing manufacturers to rethink usability, integration and accessibility. 

This latest Future Sessions video distils what Futuresource analysts are seeing across the media tech landscape right now, from AI-driven production workflows to the convergence of broadcast, Pro AV and enterprise video. 

Built on ongoing engagement with vendors, broadcasters and platform providers, it offers a clear view of how these shifts are playing out in practice, and what they mean for the industry as it heads into NAB 2026. Watch now.