Embracing digitalization: how AI helps the media industry
The panel, organized by the MIT-UNION association, marked the first step toward a long-term partnership with Creative Economy, an autonomous nonprofit organization.
Speakers, including representatives from GPM Digital Innovations, the Moscow Innovation Cluster foundation, the Internet Video Association, and the AR/VR Association, explored how AI is reshaping media markets, the ethical challenges, and opportunities for process optimization and content moderation.
Special attention was given to Executive Order No. 809 and the imperative to uphold values in content industries. Participants noted that seven creative content industries account for 58% of GDP, while the IT sector’s contribution, according to Russia’s Minister of Digital Development Maksut Shadayev, reaches 2.8% of GDP.
Grigory Kuzin highlighted that the media industry is undergoing foundational shifts, transitioning from traditional to digital models across all stages of a product’s lifecycle. This systemic digitalization impacts everything – from content creation and production to rights management, monetization, and global market expansion. In this new landscape, the industry needs an efficient and user-friendly tool like Mediabaza.
“Our goal is to provide the market with a streamlined platform where deals are faster, security is stronger, and import/export operations are simpler,” Grigory Kuzin stated.
His presentation focused on AI’s practical applications, particularly content adaptation and compliance verification. Mediabaza, a B2B marketplace for media content and services, leverages AI tools for automated content localization – including translation, voiceovers, subtitling, and market-specific description adjustments.
Content safety and verification are prioritized. Access to Mediabaza is restricted to professional participants, significantly reducing piracy risks. The platform uses Linza Detector software to automatically scan audio and video for prohibited content, after which an editor or a legal expert confirms or rejects censorship needs. This system also operates as a voluntary sandbox, allowing rights holders to pre-screen materials in Mediabaza and avoid legal complications.
“AI in Mediabaza is not an add-on – it’s the foundation. Implementing these technologies is key to building a predictable and secure environment,” Grigory Kuzin emphasized.
He concluded by noting that many platform services are currently in pilot stages, with the team open to partnerships and offering Mediabaza as a testing ground for innovative solutions. He invited market players to collaborate on infrastructure that would make the media industry safer and more predictable.
Discussions will continue at the Peering Forum 2025, scheduled for November 17, 2025, in Moscow.
