AI is quickly becoming part of the conversation around almost every aspect of the media and entertainment industry. But for streaming operators, the most important question may not be which AI technology to adopt. It may be how AI can actually become part of the way the operation works.

At IBC2026, Dominik Brueck, Chief Commercial Officer at AgileTV, joined an IBC Content Everywhere session exploring this question and looking at why media companies may be asking the wrong questions about AI.

The discussion, “Rethinking Streaming Operations and Why Most Media Companies Are Asking the Wrong AI Question,” focused on the shift from experimentation to practical application. While many companies are already testing AI across different areas of their business, the real opportunity lies in connecting these capabilities to the wider operational environment.

For streaming services, this means looking beyond individual AI tools or isolated use cases. AI can support teams with monitoring, quality assurance, incident management, workflows and decision making, but its value increases when these capabilities work together as part of a broader operational model.

For AgileTV, this is closely connected to the way we approach TV service operations. Managing a modern TV service involves multiple technologies, platforms, workflows and teams, making operational efficiency increasingly important as services scale. AI can play a role in reducing manual effort, identifying issues earlier and helping teams make faster, more informed decisions.

The conversation at IBC2026 explored what this shift could mean for media companies and how the industry can move from AI pilots to practical, scalable applications that deliver value within everyday operations.

Watch the full session below with Dominik Brueck and the IBC Content Everywhere panel.