Paris, June 17, 2025

At NAB Show 2025, Embrace previewed version 4.2 of Automate-IT and Pulse-IT, highlighting new capabilities in UX, scalability, notifications, and AI integration. Now, with General Availability on June 17, one capability deserves the spotlight: hybrid orchestration. Embrace enables teams to coordinate workflows across on-premises and cloud environments—seamlessly, securely, and at scale.  

In today’s evolving media landscape, hybrid is not a temporary state—it’s the operational reality.  Embrace Automate-IT and Pulse-IT are built from the ground up to make that reality productive and future-proof. 

Hybrid Isn’t a Compromise—It’s a Strategy 

Most media supply chains today are not 100% cloud-based. They are a mix of legacy broadcast systems, editorial tools, file-based media processors, on-prem storage, and newer SaaS or cloud-native platforms. Migrating everything to the cloud overnight isn’t realistic—or even desirable in many cases. Embrace solutions don’t force a choice—they empower one. With the latest release, media organizations don’t have to choose. They can: 

• Retain existing systems that work well and are already paid for. 

• Tap into cloud elasticity, AI, and SaaS innovation – only where it adds value. 

• Control where each job runs, based on cost, performance, sensitivity, or latency. 

Whether your infrastructure is fully on-prem, cloud-first, or a blend of both, Pulse-IT and Automate-IT will adapt to your architecture, use cases and empower your roadmap. 

Maximizing the Value of What You Already Own 

Hybrid deployment isn’t just a technical strategy, it’s a financial one. With Embrace, you extend the life of your existing tools — transcoding engines, render nodes, MAMs, PAMs, storage, editorial systems, and more — without vendor lock-in or forced upgrades. You modernize at your own pace, based on business priorities, not arbitrary timelines. 

• Capitalize on infrastructure you’ve already paid for 

• Offload only what needs to scale to the cloud 

• Automate intelligently-let orchestration logic determines the optimal environment for each task 

• Avoid cloud bill shock and minimize unnecessary CAPEX 

Embrace helps you make hybrid work—not just technically, but economically. It’s orchestration that respects your roadmap and your budget. 

Designed for all Users— Not Just Architects 

Embrace products are built to simplify the complexity of media infrastructures, empowering all users—not just system architects. With a single intuitive interface, operators can manage distributed tasks, monitor job statuses, and handle exceptions—without needing to understand the underlying infrastructure. 

• Real-time feedback and clear status updates across systems 

• Exception handling and validation across platforms 

• No more jumping between tools or relying on technical intervention 

Whether you’re producing promos, localizing assets, preparing files for VOD, or orchestrating AI services, Pulse-IT and Automate-IT offer a unified workspace to trigger, supervise, and approve jobs effortlessly. 

Forget manual handoffs and fragmented workflows—Embrace becomes your centralized hub for media operations, collaboration, and complete transparency. 

Unified Orchestration Across Silos 

Embrace Automate-IT and Pulse-IT 4.2 offer a single orchestration layer that coordinates distributed worker nodes—running close to the media, whether on-premises or in the cloud. This unified control spans the entire media lifecycle: from ingest and file processing to QC, editing, rendering, AI enrichment, packaging, metadata transformation, and final delivery. No matter where the processing happens, Embrace empowers teams to trigger, collaborate, supervise, and validate workflows with full visibility and control. 

No more fragmented tools. No more invisible steps. 

Security, Compliance & Control Without Compromise 

Many Embrace customers operate in high-compliance environments where data sovereignty, network segmentation, and security policies require sensitive workloads to remain on-premises. Version 4.2 rise to this challenge with enterprise-grade governance built into its hybrid architecture: 

• Data never leaves your premises unless explicitly routed. 

• Seamless integration with on-prem and cloud storage (e.g., SMB, S3-compatible), user directories, and identity providers. 

• Granular access control, audit trails, and manual approval checkpoints enforce compliance without slowing down operations. 

This level of secure, flexible orchestration — with full visibility and zero compromise, sets Embrace apart. It’s a cornerstone of version 4.2’s hybrid-native evolution. 

Embrace 4.2 – Orchestration Without Boundaries 

With version 4.2, Embrace takes orchestration to the next level—delivering not just new features, but new freedom. Whether you’re modernizing step by step or scaling fast, Automate-IT and Pulse-IT empower you to orchestrate complex media workflows across any environment, without losing control. 

Hybrid is here to stay. And with Embrace, it’s finally manageable. 

About EMBRACE

Since 2015, Embrace has been transforming content creation at scale by connecting people, systems and processes. The company develops advanced automation, orchestration and collaboration solutions for the Media & Entertainment industry and global brands. Embrace aims to unleash creativity and improve performance around video and graphics supply chains.

Our products are heavily used 24/7 by leading media groups such as Arte Studio, BCE, Be tv, CANAL+, Disney-ABC News, Euronews, Hearst Networks EMEA, Madison Square Garden Networks, Mediawan Thematics, Mercedes-AMG, INA, Orange, Red Bee Media, RTL Group, Sinclair, TF1, TV5MONDE, Warner Bros. Discovery.

For more information, visit www.embrace.fr.

Contact Information:

Aline Rolland, Head of MarCom at Embrace｜ aline@embrace.fr