Thousands of media and entertainment (M&E) visionaries, technologists, and storytellers will soon gather in Las Vegas for the annual NAB Show from April 5-9, 2025. Amazon Web Services (AWS) will put attendees in the driver’s seat with immersive demos and thoughtful insights shaping the future of the industry, from generative AI to live cloud production. Take a deep dive into generative AI technology on AWS, including Amazon Nova, Amazon Bedrock, and Amazon Q, across the AWS presence at NAB 2025.

Hit the race track with a high-adrenaline esport challenge

Showcasing the power of convergence across M&E, AWS is putting attendees behind the wheel to prove their racing chops. Located in the West Hall Lobby, the live eSport Racing Challenge will feature four professional-grade racing simulators. Participants can experience the heart-pounding world of elite racing and master the iconic Las Vegas Street circuit.

Content from the activation will be leveraged across workflows in the AWS booth (W1701), including a live race feed, data and analytics from the races, as well as post-race interviews conducted by Amazon Nova. Demonstrating live cloud production on AWS, using AWS Elemental Media Services, the activation highlights the possibilities of sports broadcasts powered by the cloud and bolstered by generative AI. It is presented by AWS and NVIDIA, and produced by Tagboard. Additionally, Sinclair is using AWS for ATSC 3.0 emission of a 4K feed with Advanced HDR for broadcast to a local Las Vegas TV channel, KSNV.

Explore the future of entertainment at the AWS booth (W1701)

Meet with AWS experts or explore our demonstrations on your own. There is something for everyone:

Live cloud production in action: Demonstrating a modern broadcast, the AWS booth will feature a fully functional production control room that gives attendees a direct view into professional live cloud production workflows. The setup will provide an inside look at how AWS services seamlessly integrate with industry-leading partner solutions. Also, learn more about how new NDI outputs in AWS Elemental MediaConnect make the process of connecting on-premises sources, such as cameras, for live cloud production simpler, more scalable, and more cost effective.
In addition to showing how the cloud can benefit traditional broadcast functions, the AWS booth demo area will showcase augmented reality (AR) enhanced entertainment experiences powered by Epic Games’ Unreal Engine.

Engage audiences in new ways: Addressing the changing viewing habits of global audiences, AWS will demonstrate how to use cloud and generative AI to capture and retain viewers, while delivering more interactive and immersive experiences. Learn how to seamlessly blend direct-to-consumer (D2C) and second-screen applications with social media feeds, live polls, and multi-angle viewing options into a unified viewer experience. Attendees will get the chance to test drive new gamification features that reward viewers for participation and see how to capture and display volumetric video.
Discover new monetization opportunities: Combining AWS services and solutions with AWS Partner technologies, customers can maximize their data to unlock greater insights. Using a customer-centric AI assistant, advertisers and media planners can streamline ad campaign management. Live contextual and ad break demonstrations, and new forms of ad units (such as Shoppable Video and Virtual Product Placement) will be highlighted.
Uncover innovative audio solutions: Recognizing the growing interest in podcasts, broadcast radio, and audio-centric video for long-form content, AWS will showcase a mix of AWS partner generative AI capabilities, and other artificial intelligence and machine learning (AI/ML) tools. Leveraging AWS Partner Riverside.FM’s platform, AWS will record a live podcast with on-site and remote participants. During the show, AWS will operate an all-day automated radio broadcast with pre-programmed content. Additionally, customers can see how AWS Elemental Media Services and Amazon CloudFront support podcast localization.
Connect with experts at the Builder Zone: Attendees that prefer to develop bespoke solutions can chat with AWS experts on architecting featured services to solve any M&E challenge. The Builder Zone will also feature an AWS for Games area with demos of the recently launched game streaming capability Amazon GameLift Streams.
Explore Amazon Nova

Get hands-on with the latest generative AI services from AWS in the NAB Show AI Innovation Pavilion in the West Hall, NAB’s central hub for cutting-edge solutions transforming M&E. For the first time at NAB, we’ll be demonstrating Amazon Nova state-of-the-art foundation models. Amazon Nova empowers companies to harness the full potential of their content through multimodal AI solutions, including image, video, and speech. Visitors to the NAB Show AI Innovation Pavilion can use AWS generative AI to design a real-time racetrack and see it come to life. You can also play around with Amazon Nova sticker studio to create and print personalized stickers.

Attendees can learn how to build and scale generative AI applications using Amazon Bedrock, and find out how customizable generative AI–powered assistant Amazon Q can make their work easier. Set up an AI demo with an AWS M&E specialist to uncover the possibilities.

Inspiration from industry leaders and experts

Be certain not to miss the NAB Main Stage session:

How to Build Entertainment Breakthroughs Using Generative AI and the Cloud will explore the transformational power of new AWS services. Hosted by Samira Bakhtiar, AWS General Manager of M&E, Games, and Sports, the panel will highlight how technology innovations and changing viewer behaviors are driving a seismic shift in entertainment. Hear how generative AI, live cloud production, and interactive technologies are giving companies new opportunities to reach audiences where they are and deliver more unique, engaging experiences.
Sunday, April 6, 2025 | 3:30 PM – 4:30 PM in W4543

Featuring:
Gerard Medioni, VP & Distinguished Scientist, Prime Video and Amazon MGM Studios
Devin Poolman, Chief Product & Technology Officer, Cosm
Ira Rubenstein, Chief Digital & Marketing Officer, PBS
Raghvender Arni, Director, Cloud & AI Innovation, AWS

Other must-see sessions as part of the new NAB Sport Summit include:

Beyond Broadcast: The Role of AI, Data Analytics and Personalization
Tuesday, April 8, 2025 | 10:30 AM – 11:15 AM in W224-W225

Featuring:
Chris Blandy, Director, Strategic Business Development, Media & Entertainment, Games & Sports, AWS
Chris Ball, Vice President, Cycling Events, Warner Bros. Discovery
Ricardo Perez-Selsky, Senior Director, Digital Production Operations, Fox Sports Digital
Max Kaltenhaeuser, Senior Vice President, Americas, Sportec Solutions

Closer to the Action: How IMAX & AWS Are Elevating Live Sports Streaming
Tuesday, April 8, 2025 | 1:15 PM – 1:45 PM in W224-W225

Featuring:
Vikram Arumilli, General Manager, Streaming and Consumer Technology and SVP, IMAX Corporation
Abdul Rehman, Chief Product Officer, IMAX Product Officer
Chris Blandy, Director, Strategic Business Development, Media & Entertainment, Games & Sports, AWS

The AWS Theater, located in the West Hall (W1343), features a packed schedule with 26 incredible sessions from customers and partners covering a wide range of topics. AWS technical leaders, Amazon Partner Network (APN) partners, and AWS customers will showcase how they are accelerating media workloads with AWS. Featured participants include Arc XP, Avid, Beamr, Bitmovin, Coactive, Fabric, GeoComply, Hydrolix, IPV, LucidLink, LTIMindtree, Mediacube, the National Hockey League (NHL), New Relic, Orange Logic, Paramount Studios, Presidio, Quickplay, Sinclair, Synamedia, TwelveLabs, Virtusa, Wondery, and more.

Sessions will provide insights into building proven strategies for cloud production, and generative AI in media, games, monetization, and so much more. The AWS Theater is a great way to learn about the latest AWS solutions, explore new opportunities, and amass the knowledge required to adopt and deploy AWS services. AWS Theater sessions run all week and do not require advanced registration. Check out the full schedule.

Find out more

Get a free exhibit hall pass from AWS and come speak with our Specialists. They will be on-site throughout NAB Show 2025 to answer questions and help attendees navigate the power of a broad range of AWS services. Drop by the booth (W1701) to speak with an AWS expert or request a meeting.

NAB 2025 is going to be jam packed with ground-breaking innovations and technologies that you don’t want to miss. We can’t wait for you to experience all AWS has to offer through our AWS Partners, experts and leading-edge demonstrations.

For the latest information on activations and sessions, visit the AWS NAB 2025 event page, and follow AWS for M&E on LinkedIn.