---
title: Caretta Research | Key media technology trends post-IBC 2026
description: Discover key insights and trends in media technology post-IBC 2026, focusing on agentic AI, software-defined workflows, and strategies to engage Gen Z audiences effectively.
---

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## Essential things you need to know in media technology following IBC 2026

Explore the critical insights and shifts shaping the media technology industry following IBC 2026, designed to help you navigate agentic AI, software-defined workflows, and evolving market dynamics.

Key points:

- Agentic AI moves beyond basic chatbots into early experimental workflows, requiring clean data and robust governance.
- Software-based live production tools go mainstream across various broadcast applications.
- Vendor expansions up the value chain require balancing the need to avoid single-vendor lock-in.
- The new Story Object Model drives multiplatform newsroom innovation and streamlines editorial workflows.
- Vertical video and shorts become essential strategies for engaging Gen Z audiences across multiple platforms.

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