AI is everywhere in Media and Entertainment, but real impact remains elusive. Fragmented tools, disconnected workflows, and rising operational complexity are holding organizations back from realizing the full value of intelligence. In this NAB keynote, Microsoft outlines how media organizations are becoming Frontier by embedding intelligence directly into media workflows to drive smarter creation, streamlined operations, and new paths to growth. Through a combination of industry perspective, technical insight, and real customer proof, this session will show how media leaders are turning AI into an enterprise‑wide intelligence layer—connecting people, content, and systems in real time. Attendees will leave with a clear view of what it takes to move beyond pilots and deliver true return on intelligence across the media organization.