NAB Show
NAB Show Executive Viewpoint
NAB Show Executive Viewpoint with Hunter Chen, Senior Vice President of ASRock Rack
Building Media Infrastructure for the Next Wave of AI
AI adoption in media and entertainment is quickly becoming an infrastructure question.
As broadcasters, content creators and media organizations expand AI across production, post, distribution and audience engagement, they face a growing challenge: how to support increasingly demanding workloads while remaining flexible enough for what comes next.
In a recent NAB Executive Viewpoint interview with NAB Show Vice President of Marketing, Latesa Hughes, Senior Vice President of ASRock Rack Hunter Chen discusses AI adoption in media and entertainment and how companies can build systems to evolve along with them.
Chen has led global business development, product positioning and strategic partnerships at ASRock Rack since the company’s founding in 2013. ASRock Rack specializes in server and data center infrastructure supporting AI, cloud and high-performance computing applications.
Key Takeaways:
➡️ AI is expanding across the media workflow. Beyond content generation, Chen points to AI-enhanced video, rendering, live broadcasting, post-production, content distribution and audience engagement as areas driving new infrastructure demands.
➡️ Edge and cloud can play complementary roles. For real-time applications such as live broadcasting, video analysis and content moderation, processing AI closer to the source can help reduce latency. Cloud infrastructure can simultaneously support large-scale AI training, collaborative production, asset management and model optimization.
➡️ The next wave of AI will require more than GPUs. As the industry moves toward AI reasoning, multimodal intelligence and more autonomous workflows, Chen expects growing demand for GPU acceleration as well as high-speed interconnects, memory bandwidth and scalable infrastructure.
➡️ Flexibility can help organizations prepare for what’s next. Media companies may not know exactly what their next AI application will look like. Building adaptable infrastructure can make it easier to accommodate new models, accelerators and workflows as technology evolves.
Watch the full Executive Viewpoint interview to hear more from Chen about ASRock Rack’s approach to supporting AI, edge and cloud workloads for media and entertainment.
About ASRock Rack Inc.
ASRock Rack Inc., established in 2013, specializes in cloud computing server hardware. While inheriting ASRock’s design concepts, “Creativity, Consideration, Cost-effectiveness,” the company is dedicated to bringing the server industry out of the box thinking with the passion to innovate. Leveraged by ASRock’s growing momentum and distribution channels, this young and vibrant company targets the booming market of cloud computing and commits to serve the market with user-friendly and eco-friendly do it yourself server.
For more information, visit asrockrack.com.
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October 21-22, 2026
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