Amazon Web Services (AWS) on Tuesday introduced Elemental Inference, a fully managed artificial intelligence (AI)-based service that automatically converts live and on-demand video into vertical formats and can be used by advertisers on social platforms in real-time as the content is encoded.
This goes beyond simple cropping. Intelligent, context-aware reformatting of video content.
The platform uses AI to automatically detect actions in live video feeds. Optimizes for vertical viewing within 6-10 seconds. This will enable the shift to mobile-first, AI-powered delivery that industry executives are currently considering.
Customers like Fox Sports Digital and NBCUniversal are early adopters, using the technology to scroll vertically on mobile phones to reach younger viewers. Broadcasters and streamers can reach audiences on social and mobile platforms like TikTok, Instagram Reels, and YouTube Shorts without manual post-production work or AI expertise.
Viewing habits have evolved significantly in recent years, with most viewers consuming content differently than before.
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Broadcasts have traditionally been produced in landscape format, and adapting these broadcasts to a portrait format suitable for mobile platforms often requires extensive manual editing.
This process can result in broadcasters and streamers missing out on viral engagement opportunities and losing viewership to platforms that prioritize mobile-first content.
The service uses agent AI applications to analyze videos in real-time and automatically apply the ideal optimizations at the right time.
The detection of vertical video trimming and clip generation is done independently, with multiple steps that do not require human intervention to extract the values.
Users can choose to create feeds through the standalone console or configure AWS Elemental Inference. AWS Elemental Media Live Use the console or use the API to integrate it into your workflow.
At launch, this technology can be cropped to a 9:16 aspect ratio vertical format and optimized for social and mobile platforms.
The service tracks subjects and preserves key action while maintaining broadcast quality and reformatting images.
Automatically detect and extract clips from live content highlights and stream them in real-time.
For live broadcasts, this means identifying game-winning plays, touchdowns, and emotional peaks with exact start and end points, cutting editing time from hours to minutes.
The technology is currently available in US East (West Virginia), US West (Oregon), Europe (Ireland), and Asia Pacific (Mumbai, India).
AWS launched so-called “pay-as-you-go pricing,” where marketers pay only for the features they use and the video they process, with no upfront costs or commitments. This allows content creators to scale during peak event periods and optimize costs during slow periods.
