Embrace Revolutionizes Promo Delivery for a Global Media Group with AI-Powered Reframing Automation
Amsterdam, September 12, 2025
Embrace, a leader in media workflow automation, is transforming content creation for broadcasters with its cutting-edge Automate-IT solution. At IBC Amsterdam, Embrace showcases how a global media group is beginning to explore adding automatic reframing technology to scale promo delivery efficiently, reducing costs, saving time, and ensuring brand consistency across platforms.
A key innovation driving this transformation is the integration of Adobe Firefly Services, a collection of over 30 generative AI and creative capabilities available as APIs. Embrace’s Automate-IT solution leverages the Reframe Video API, enabling the media group to accelerate production of video variations across multiple screens and formats, streamlining the creative process at scale.
With this integration, we are empowering media companies with cutting-edge automation solutions that enhance creativity rather than replace it,” said Julien Gachot, CEO at Embrace. “By incorporating Adobe’s Firefly Services into Automate-IT, this international platform can scale their promo creation and delivery effortlessly while maintaining artistic integrity. This partnership is a testament to how AI-powered automation can transform media workflows, making content creation faster, smarter, and more efficient.”
With 26.2 million subscribers across 52 countries, the group is a major global player in the media and entertainment industry. As it expands internationally and accelerates its digital transformation, it has made significant investments in its streaming platform. Offering on-demand content, live TV, and offline viewing, the platform requires a high volume of promotional trailers to support its extensive catalog. The creative teams faced the challenge of producing high-quality, branded assets across numerous formats and platforms while maintaining efficiency.
By starting to integrate AI-powered reframing into Embrace’s Automate-IT solution already in production, the global media group is exploring how to scale its promo creation for broadcast, digital, and social media channels. The integration of Adobe’s Firefly Services, particularly the Reframe Video API, has allowed creative teams to automatically adapt trailers to different screen ratios and resolutions—without compromising the brand’s visual identity.
This collaboration marks the beginning of an exciting journey for the global media group but also signals a broader shift in the industry. As AI-powered automation reshapes media workflows, broadcasters and platforms worldwide are seeking scalable solutions to streamline content adaptation across multiple formats.
Automate-IT, integrated with Adobe Firefly Services, represents a new era of creative automation, unlocking efficiency without sacrificing artistic vision.
For more information on how Automate-IT and Firefly Services can transform your media workflows, visit www.embrace.fr or meet our team at IBC Amsterdam on stand 6.C11
About Adobe
Adobe empowers everyone, everywhere to imagine, create, and bring any digital experience to life. From creators and students to small businesses, global enterprises, and nonprofit organizations — customers choose Adobe products to ideate, collaborate, be more productive, drive business growth, and build remarkable experiences.
Visit https://www.adobe.com/ for more information.
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.
Visit www.embrace.fr for more information.
Contact Information:
Aline Rolland, Head of MarCom at Embrace｜ aline@embrace.fr
