NAB Show
Artificial Intelligence, Cloud Virtualization.
From Cost Center to Growth Engine: The New Role of Corporate Video
The idea that “every company is a media company” has moved from metaphor to operational reality. Across large organizations, video is no longer limited to marketing campaigns or third-party firms. Corporate video has become a core internal infrastructure for communication, training, knowledge sharing and executive messaging.
Enterprises are now expected to produce in-house video at a scale that would have been unimaginable a decade ago. In global organizations, video libraries can grow to hundreds of thousands of assets used for internal communications, training and customer engagement across multiple markets and languages.
In 2025, 89% of businesses were using video as a marketing tool, and even now, videos dominate the marketing industry in every format imaginable.
AI and cloud technologies are accelerating this shift. AI-assisted workflows are helping teams automate tasks such as captioning, translation, editing and content repurposing, reducing production timelines while allowing creative teams to focus on strategy and storytelling.
But scale introduces a new challenge: governance. As video production becomes more centralized across departments, organizations must balance speed with brand consistency, efficiency, security and compliance. This is especially true now that AI and cloud systems are embedded throughout the production pipeline, requiring clear policies and oversight to ensure content remains accurate, secure and aligned with corporate standards
Nevertheless, the result is a new operating model for corporate content: media-style production, powered by AI, governed by enterprise-grade workflows.
Source: Video Marketing Statistics 2026
Road to NAB Show: NEW! Enterprise Video Strategies
New to NAB Show, explore how enterprise-level organizations are adopting media and entertainment technologies to power storytelling, communications and engagement. Programs will occur at the VideoNext Theater in West Hall on Tuesday, April 21, and Wednesday, April 22.
The new VideoNext Theater brings together a lineup of seasoned practitioners, creators and technologists to help you elevate your visual storytelling craft. You can expect tactical sessions on mastering next-generation video workflows and walk away with creative inspiration and concrete skills to enhance visual impact and production efficiency.
Three Things to Watch
- AI agents are beginning to open new ways for teams to manage, search, repurpose, and monetize their video content. In this session, Moments Lab CTO Fred Petitpont will share how agentic AI is starting to be applied in live broadcast environments as well as scripted and unscripted video discovery workflows.
- Relocating, consolidating, or upgrading a broadcast facility is one of the most complex projects a media company can undertake. Hear from expert panelists as they share an executive-level roadmap for managing this massive undertaking, focusing on the strategic decision to move or modernize your facility.
- As traditional revenue models are disrupted, the media and entertainment industry is embracing new pathways to profitability. This panel explores how OTT bundling, ad-supported FAST models, strategic partnerships, and premium content aggregation address audience fragmentation and deliver an all-in-one entertainment experience.
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Registration for the 2026 NAB Show is now open
Registration is Now Open for the 2026 NAB Show
With more scale, more innovation and more international reach than any other event in the content economy, NAB Show is the must-attend marketplace for media and entertainment.