AI revolution in media on display at leading IBC2026

RAI Amsterdam brings together global industry and local innovation

Amsterdam, September 8th, 2026 – The seismic shift taking place in the media landscape thanks to generative AI will be on full display at RAI Amsterdam from September 11 to 14. IBC2026, the world’s largest trade show for media, entertainment, and technology, offers a remarkable glimpse into the profound changes currently underway. Twelve Amsterdam-based startups, more than fifty international startups, students, researchers, and innovators will come together with international media companies, investors, and technology partners. With a total of 1.300 exhibitors from 170 countries, IBC2026 provides a platform to exchange knowledge and ideas showcase innovations.  

During IBC, Hall 14 at RAI Amsterdam will serve as the “incubator” where innovation converges. It is a place where a new generation will showcase what the future of media, entertainment, and technology might look like. EIT Culture & Creativity (a European network and innovation community that supports the cultural and creative sectors), the City of Amsterdam, and IBC are bringing together startups, creators, technologists, investors, students, educators, and international media companies. These young companies are demonstrating just how rapidly the media landscape is changing. “In the AI era, it is crucial for the media industry to know where its content ends up online and how it is used. Authenticity and trust are therefore becoming some of the most important issues for the media industry,” says Niels Bouwman, founder of Verify. This Amsterdam-based startup developed a platform that allows organisations to manage visual content and, with Verify’s AI, maintain control over its use, rights, permissions and performance. Verify is one of the local startups that will have the opportunity to present its technology to an international audience during IBC. 

New technology requires new skills

The technological shift also poses a challenge for education: how do you prepare students for a field that is evolving at an ever-faster pace? “Technology is now changing so rapidly that you can’t prepare students for their future field solely in a classroom setting,” says Shant Bayramian, lecturer, researcher, and Director of the Emerging Tech Lab & Minor at Inholland University of Applied Sciences. This year, for the first time, IBC is collaborating with a number of educational institutions in this way. Approximately 150 students from Inholland University will visit IBC, create content during the trade show, and share their vision for the future of the industry during a student-led panel on September 14. On this day, they will also present their work on the Ignite Stage. “By collaborating directly with companies and working on real-world challenges from the media industry, they can showcase their work at the trade show and learn from the industry,” says Bayramian. 

According to IBC, this partnership is part of a broader ambition to forge stronger ties between the international event and the city where it is held each year. “Each September, the world’s media and entertainment technology industry convenes in Amsterdam,” says Mike Crimp, CEO of IBC. “This is a thought leadership, networking, sales, and investment opportunity too good to miss for local startups, students, and innovators. Our aim is to encourage Amsterdam’s key media tech players to access, connect and flourish as part of our global community, and thereby help to strengthen the City’s economy and reputation”, says Crimp. 

The rise of AI

“It’s often difficult for local startups to get a seat at the table with major international players,” says Paul Riemens, CEO of RAI Amsterdam. “It’s wonderful that IBC now serves as a platform for startups and students to meet industry representatives and share knowledge. We’re proud to be able to offer this platform together with IBC and all the parties involved.”

The rapid impact of AI on the media and entertainment industry is already clearly visible. Research by Adobe shows that 31 percent of media and entertainment companies have already deployed working generative AI applications, while another 29 percent are currently in the pilot phase. According to Deloitte, AI is now being used throughout the content value chain, from ideation and storyboarding to production and post-production.

These developments are raising new questions for the industry: how can companies harness the opportunities offered by AI while safeguarding the reliability of content and preparing creators for new ways of working? At IBC2026, these technological and human challenges will be at the heart of many of the innovations on display.

Press Tour

During IBC2026, a short press tour will be organized to visit the aforementioned startups in Hall 14, as well as students and innovators from the media industry. Journalists will have the opportunity to meet young technology companies within Future Tech Ignite and to speak with founders, students, and experts about topics such as AI, authenticity, disinformation, and the skills of the future. The tour will take place on Friday and Monday. Journalists can register via info@gazette.nl.  

Registration & Accreditation

Journalists are welcome to attend IBC2026. Accreditation for IBC2026 is available via this link.

About IBC

IBC2026 will take place from Friday, September 11, through Monday, September 14, 2026, at RAI Amsterdam. IBC is the international meeting place for professionals in the media, entertainment, and technology industries, bringing together broadcasters, content creators, technology companies, innovators, and other industry players. With over 44,000 visitors from more than 170 countries and over 1,300 exhibitors, IBC offers a global platform for innovation, knowledge exchange, collaboration, and new business opportunities. During IBC2026, the focus will be on topics such as AI, cloud technology, content authenticity, cybersecurity, immersive media, 5G, and new production technologies.