At IBC2026 in Amsterdam, attention is focused on booths where technology is transformed into practical tools. At booth 5.C82, Setplex is presenting its latest solution, which aims to end the era of endless Excel spreadsheets. Their new tool, AI Insider, powered by artificial intelligence, promises to turn massive volumes of data from streaming platforms into understandable business and operational insights.
The fundamental idea behind the project stems from the fact that modern video services generate enormous amounts of data that human analysts often struggle to manage without lengthy manual processing. Instead of manually exporting and analyzing complex reports, operators, broadcasters, and media owners can now interact with their data conversationally. The system is designed as an intelligent agent that understands natural language and instantly provides answers to specific queries.
AI Insider allows operators and media owners to query data conversationally instead of manually analyzing spreadsheets.
Integration at the Core of the System
Unlike many competing solutions that add AI as an additional layer to existing products, AI Insider was developed from the ground up as a native AI tool. It is integrated directly into the analytics layer of Setplex's video services platform, Zapflex. This approach allows users not only to gain general overviews but also to focus on detailed solutions to specific problems that arise on the platform in real-time.
According to company representatives, the goal is for artificial intelligence to become the central point of the entire solution, not just an add-on function. This technological foundation is intended to ensure higher accuracy and faster response times in processing requests related to critical areas of streaming service operations. The platform thus becomes a proactive partner in content management and monitoring the technical status of broadcasting.
The AI Insider tool is capable of answering a wide range of questions focused on platform efficiency and stability:
- Channel performance — analyzing how individual program channels are performing.
- Audience behavior — tracking trends in how and when users consume content.
- Content engagement — measuring the level of audience involvement and interaction with specific titles.
- System errors — identifying and diagnosing technical platform issues in real-time.
Data as a Strategic Advantage
The current streaming market is at a stage where experiments with artificial intelligence are transitioning into real products that customers actually use. According to Evergent, platforms are moving away from universal subscriptions towards more sophisticated models, which places higher demands on understanding revenue streams. In this context, AI serves as a key tool for smart revenue management and optimizing user experience.
The product was built natively around artificial intelligence, which forms the very core of the solution, not just an added function.
In addition to data analysis, other aspects of AI utilization in media are being discussed at IBC2026. For example, Moments Lab shows how artificial intelligence can be used to transform archival catalogs into formats suitable for social networks like TikTok, while Warner Bros. Discovery is collaborating with AWS on using agent-based AI in advertising technologies. These steps confirm that automation and intelligent data processing are a top priority for the industry.
„The data is there. The problem is what we do with the data.“
Future Outlook and Further Development
The launch of AI Insider at IBC is only the first phase of Setplex's broader strategy for integrating artificial intelligence. Nelson Hulett, Regional VP, Americas, emphasized that the product aims to help operators use available information to support strategic decision-making. The company has already identified other areas where automation could significantly accelerate processes and reduce costs.
As part of the platform's future development, Setplex plans to focus on these key areas:
- Metadata management — automating the description and classification of extensive content libraries.
- Ingest workflows — streamlining the processes of adding new video material to the system.
- Extended AI integration — deeper integration of intelligent agents with the entire Zapflex ecosystem.
While AI Insider is already helping with data interpretation, questions remain about the exact timeline for deploying these additional features. However, the company has clearly stated that the direction towards fully automated and data-driven management of streaming services is irreversible. Visitors to the IBC exhibition can see Setplex technologies in action until the end of the event in Hall 5.