Amsterdam, September 14, 2025 

Embrace is excited to contribute once again to the Amazon Web Services (AWS) Media & Entertainment demonstrations at the IBC Show in Amsterdam, where the AWS team will showcase groundbreaking collaborations with leading technology partners. This year, Embrace will highlight how the Automate-IT solution helps to accelerate trailer creation through agentic AI-driven automation, demonstrating the future of creative media workflows, all powered by AWS. 

Automate-IT is a media-oriented promo versioning and automated content generation solution. It allows automation, orchestration and collaboration to creative, broadcast, IT and digital departments. 

During these live demos, attendees will discover how to build an automatic trailer generation workflow supported by AI solutions from AWS and Partners like TwelveLabs, combining semantic video understanding, orchestration, and rendering into a seamless end-to-end process. 

Why It Matters 

This demo showcases how agentic AI and orchestration technologies can transform traditional trailer production by dramatically reducing turnaround times while maintaining creative control. By combining AI-driven video understanding with automated rendering, broadcasters, streamers, and studios can scale up content adaptation for promos, trailers, and social formats granting extra time to creative teams to focus on storytelling. 

Automate-IT 4.2 Key Benefits Demonstrated at IBC2025 

• Consistent Branding. Every Time  

Ensure brand integrity across all channels — helping ensure that every video stays on-brand, regardless of platform, language, or region. 

• Frictionless Trailer Creation and Promo Versioning  

Break silos between creative, marketing, and ops teams to accelerate promo production and distribution. 

• AI-Broker for Scalable Creativity  

Automate with AI and LLMs: metadata, validations, content generation, and reframing. 

• Content Generation Automation  

Automatically handles repetitive, undifferentiated tasks, from content adaptation to localization. 

• Effortless Adobe Integration  

of Adobe graphics solutions and systems into broadcast and digital domains. 

• Collaborative & Connected Workflows  

Empower teams via webforms, notifications, and custom dashboards tailored to business processes. 

• User-Friendly Validation Tools  

Designed for business teams: exception-based validation, no tech expertise required. 

• Real-Time Workflow Visibility  

Track every step with live status updates, detailed logs, and alerts. 

• Ecosystem-Ready (including Avid)  

Integrate instantly with leading MAMs, PAMs, QC and compliance tools, transcoders, and storage systems. 

• Enterprise-Grade Security  

Hybrid-native, with audit trails, SSO, and role-based access control. 

Be sure to visit the AWS booth (Stand 5.C90) to experience firsthand how Embrace (Stand 6.C11) and AWS are shaping the future of media supply chains. Discover powerful low-code automation, seamless integrations, and AI-driven cloud workflows that are transforming the industry. 

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 MarComs at Embrace ｜ aline@embrace.fr