AI helps the digitalization of the media industry

nnovation Cluster” foundation, the “Internet Video” association, and the AR/VR Association, discussed how AI technologies are shaping new media markets, ethical challenges, as well as opportunities for process optimization and content moderation.

Participants paid special attention to Decree No. 809 and questions of maintaining values in the content industries. It was noted that the seven content creative industries account for 58% of GDP, while the contribution of the IT sector, according to Russia’s Minister of Digital Development Maksut Shadayev, reaches 2.8% of GDP.

According to Grigory Kuzin, the media industry is undergoing fundamental changes today, transitioning from traditional to digital models at all stages of the product lifecycle. This process of systemic digitalization affects absolutely everything – from content creation and production to issues of rights, monetization, and entering foreign markets. In this new reality, the industry needs a convenient and effective tool – such as the “Mediabaza” platform.

“Our goal is to provide the market with a convenient platform where deals are made faster, security is higher, and import and export are easier,” noted Grigory Kuzin.

He focused his presentation on the practical application of AI, particularly in content adaptation and compliance verification. The B2B content and services marketplace for the media market, “Mediabaza,” actively uses AI tools for automatic content localization, including translation, dubbing, subtitle creation, and adapting descriptions to meet the requirements of specific markets.

Special attention is paid to security and content verification. Access to “Mediabaza” is granted only to professional participants, which significantly reduces piracy risks. To check content for compliance with the law, the “Linza Detector” software is used. It automatically scans video and audio for prohibited content, after which an editor or lawyer confirms or rejects the need to censor a particular episode. This same system operates as a voluntary “sandbox,” allowing rights holders to pre-check their material on “Mediabaza” to avoid legal problems.

“AI in ‘Mediabaza’ is not an add-on, but the foundation. The implementation of such technologies is a key element for creating a predictable and secure environment,” emphasized Grigory Kuzin.

In conclusion, he clarified that many of the platform’s services are currently in the pilot project stage, and the team is open to partnerships and ready to provide the “Mediabaza” platform for testing innovative services. He invited market participants to jointly build the infrastructure that will make the media industry more predictable and secure.

The discussion participants agreed to continue the conversation on the stated topics at the “Peering Forum 2025,” which will be held in Moscow on November 17, 2025.