Mediapro and Google Cloud Expand Collaboration to Develop Media-Focused GenAI Solutions

Spanish broadcaster Mediapro has expanded its partnership with Google Cloud to develop innovative products for the Media and Entertainment industry, leveraging the generative artificial intelligence (Gen AI) technology. The two companies revealed the collaboration at the ISE 2025 trade show in Barcelona, where they also announced plans to establish a creativity lab focused on developing a specialised platform for image and video generation.

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GenAI Solutions for Media Industry

The European multimedia communications group said on Tuesday, February 4, 2025, that it is already developing different generative video and image creation solutions, as well as personalised assistants for the Media and Entertainment Industry. Mediapro began its collaboration with Google Cloud in 2023 through several proof-of-concept (PoC) projects.

Now, using Google Cloud’s AI technology, Mediapro announced that it is launching a project to develop specific AI solutions for the media and entertainment industry. The team, comprised of professionals from the AI Center of the Innovation area of Mediapro, will collaborate with Google Cloud experts to leverage their knowledge and experience.

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The first initiative from this lab will be the development of Creative Suite, a creative platform for generating images and videos with AI. This platform will provide creative professionals with a private and secure environment for creating generative images and videos, without the need for technical knowledge and access to advanced functionalities that will allow them to fully harness their creativity.