Paris – March 25, 2026

Embrace today announced version 4.3 of Pulse-IT and Automate-IT, introducing a new model for media operations: data-driven orchestration, where workflows are no longer manually triggered, but continuously driven by live data. 

Across media organizations, automation has reached its limits. Workflows remain fragmented, logic is hardcoded, and operations rely on manual coordination between systems. As complexity grows – across cloud, AI, and distributed production – teams lack a single layer of control. 

Embrace 4.3 addresses this shift by turning data into the operational backbone of automation. 

A New Model: Data Drives Execution 

At the core of the release is Simple Tables, a new capability that transforms structured data into an active control layer for workflows. 

Instead of building automation around static logic, teams can now: 

• Trigger workflows directly from data changes 
• Apply governance and access control at the data level 
• Maintain a consistent operational state across systems 
• Simplify architectures by removing glue logic and manual steps 

This marks a shift from workflow orchestration to continuous execution, where data, logic, and automation operateas one system. 

Executive Perspective 

Automation today is still too dependent on predefined workflows and manual coordination, said Julien Gachot, CEO of Embrace. We believe the next step is clear: data should drive execution. With 4.3, we’re giving teams a way to operate systems that react in real time, with full control and visibility, without adding complexity. 

Built for Real-World Complexity 

The 4.3 release also strengthens the foundations needed to operate at scale: 

• Simplified integrations with improved API tooling and connector management 
• Enhanced observability with new dashboards widgets for usage, performance, and capacity 
• Improved creative workflows, enabling faster iteration and more reliable production pipelines 
• Deeper AWS integration, including Lambda, Step Functions, Secrets Manager, with extended S3 capabilities 

Together, these improvements allow organizations to evolve their systems without fragmentation or operational risk. 

Enabling the Next Generation of Media Workflows 

Pulse-IT and Automate-IT 4.3 are designed for organizations wanting to: 

• Build near-live and AI-assisted Complex Ingest workflows 
• Automate the ecosystem around their MAM, PAM, DAM 
• Scale content production By unifying data, automation, and orchestration, Embrace provides a single operational layer to manage complexity across the media supply chain. 

Availability 

Pulse-IT 4.3 and Automate-IT 4.3 will be available in April 2026. For more details, feel free to visit our Pulse-IT and Automate-IT webpages or to book a meeting with the Embrace team at NAB Las Vegas. 

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 AMC Networks, Arte Studio, BCE, Be tv, CANAL+, Disney-ABC News, Euronews, Eurosport, Hearst Networks EMEA, Madison Square Garden Networks, Mediawan Thematics, M6, Mercedes-AMG, Orange, Red Bee Media, RTL Group, ProSiebenSat1, 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