Srividhya Srinivasan, Co-founder and Chief Technology Officer at Amagi, explains how the AI system identifies story-driven visuals and converts them into multiple platform formats, reducing manual turnaround time and rejection cycles
The growing number of streaming platforms has increased the demand for multiple artwork formats, creating operational pressure on media companies managing large scale content distribution. Addressing this challenge, Amagi has introduced an AI-driven artwork generation and transformation capability within its cloud-based platform, Amagi NOW.
The system enables media companies to convert raw video into platform-ready promotional artwork without relying on external tools or manual workflows. By integrating the process into a single environment, the platform reduces the time required to prepare content for distribution across FAST, OTT, Connected TV, and social platforms.
At the core of the capability is Amagi Intelligence, the company’s AI layer, which analyses video content frame by frame. It evaluates composition, subject prominence, emotional cues, and narrative context to identify a single image that best represents the story. This selected image forms the base for all subsequent artwork variations.
Once approved by editorial teams, the platform automatically converts the base image into multiple formats required across distribution channels. These include 16:9 for Connected TV, 9:16 for mobile platforms, 1:1 for social media, 2:3 for posters, and 4:3 for legacy systems. The system maintains visual consistency while adapting to platform-specific layout and safe zone requirements.
The workflow remains within Amagi’s Media Manager, allowing teams to add branding elements such as logos, overlays, and title treatments. Role-based access controls, preview tools, and audit tracking ensure visibility across the content lifecycle while maintaining creative oversight.
For companies operating at scale, the process addresses a long-standing bottleneck linked to manual resizing, repeated creative adjustments, and frequent rejection cycles from distribution partners. The automation is designed to reduce turnaround time from days to minutes while ensuring consistent presentation across platforms.
Srividhya Srinivasan, Co-founder and Chief Technology Officer at Amagi, said, “The industry has reached a breaking point where the sheer volume of platforms is outpacing the human ability to create for them. For too long, the last mile of distribution, getting the right thumbnail for every app and region, has been a manual process that slows down content delivery. By enabling AI to interpret the narrative essence of a video, the system allows teams to focus on creative decisions while reducing repetitive tasks. It supports faster distribution without compromising on visual quality. Also, beyond solving operational challenges, innovations like the AI Artwork Engine contribute to stronger engagement across the ecosystem and support long term growth for Amagi.”
The AI-driven artwork generation and transformation capability is currently available to Amagi NOW users, with a broader rollout planned in the second quarter of 2026.
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