GRUP MEDIAPRO and Microsoft Collaborate on Artificial Intelligence and Synthetic Media

GRUP MEDIAPRO and Microsoft Collaborate on Artificial Intelligence and Synthetic Media

In a groundbreaking collaboration, GRUP MEDIAPRO and Microsoft have joined forces to establish an innovative Laboratory of Artificial Intelligence and Synthetic Media. With a shared commitment to technological advancement and business solutions, these two industry giants aim to revolutionize the audiovisual sector.

By leveraging their expertise and knowledge, they seek to address market opportunities and meet the evolving needs of the media industry. This partnership, driven by a people-centered approach and adherence to legal and ethical principles, will undoubtedly reshape the landscape of media in the near future.

Impact of Artificial Intelligence in the Media Sector

The rise of artificial intelligence (AI) has brought about transformative changes in the media sector. As AI continues to permeate various industries, its implications on the audiovisual landscape are becoming increasingly evident.

GRUP MEDIAPRO, a global leader in the audiovisual industry, recognizes the potential of AI and its ability to reshape traditional paradigms. Microsoft, a renowned innovator in the field of AI, brings its technical expertise and industry knowledge to this collaboration, making it a formidable force in driving change.

Together, they aim to harness the power of AI to develop cutting-edge solutions and pioneer new business models in the media sector.

Collaborative Approach: Sharing Technological and Business Knowledge

The collaboration between GRUP MEDIAPRO and Microsoft is founded on the principles of knowledge sharing and collaboration. Both companies recognize the importance of integrating technological advancements with deep business insights to create impactful solutions.

By leveraging their respective strengths and expertise, they can develop innovative solutions that address the specific challenges faced by the audiovisual industry. This collaborative approach ensures that the solutions developed are not only technologically advanced but also aligned with the unique needs and demands of the media market.

Role of GRUP MEDIAPRO’s Artificial Intelligence and Synthetic Media Laboratory

At the heart of this collaboration is the establishment of GRUP MEDIAPRO’s pioneering Laboratory of Artificial Intelligence and Synthetic Media. This state-of-the-art facility, the first of its kind in Europe, brings together a team of nearly a hundred experts.

These professionals, with diverse backgrounds and skill sets, collaborate on various projects within the laboratory. The primary objective of the laboratory is to apply the latest advancements in AI to the audiovisual industry, paving the way for new business models, products, and services.

Additionally, the laboratory aims to equip professionals in the audiovisual sector with the tools and resources necessary to enhance their creative, production, and management processes.

Coordination with Microsoft and Business Units

The Laboratory of Artificial Intelligence and Synthetic Media at GRUP MEDIAPRO operates in close coordination with Microsoft Spain and, on a global scale, with specific teams from Microsoft Corporation’s Product and Innovation areas.

This collaboration ensures seamless integration of expertise from both organizations, enabling the development of comprehensive solutions tailored to the audiovisual industry. By leveraging Microsoft’s global reach and resources, GRUP MEDIAPRO can tap into cutting-edge technologies and insights, strengthening their position as industry leaders.

Research Areas and Focus of the Laboratory

Laboratory of Artificial Intelligence and Synthetic Media focuses on a wide range of research areas, each with its own unique set of challenges and opportunities. These areas include market and audience analysis, advertising monitoring in broadcasts, accessibility and personalization of audiovisual and digital content, voice cloning, and video processing enhancements.

Of particular interest is the potential of Generative Artificial Intelligence to create value in the sector, which constitutes a significant part of the laboratory’s roadmap. Visitors to the GRUP MEDIAPRO stand at the ISE 2024 fair can witness the first proof-of-concept demonstrations in these areas, showcasing the immense potential of AI in shaping the future of the media industry.

A Commitment to Ethical and Responsible AI

In the development of solutions within the Laboratory of Artificial Intelligence and Synthetic Media, both GRUP MEDIAPRO and Microsoft are committed to an ethical and responsible approach.

They prioritize the respect for human dignity, autonomy, and self-determination, as well as the prevention of harm, promotion of equity and inclusion, transparency, and the elimination of biases and discriminatory algorithms.

This commitment ensures that the solutions developed align with legal and ethical standards, fostering a responsible and sustainable AI-driven media landscape.

GRUP MEDIAPRO: A Leader in the European Audiovisual Sector

GRUP MEDIAPRO has established itself as a leading group in the European audiovisual sector, renowned for its seamless integration of content, production, and distribution services. With over 7,000 professionals and a presence in 30 countries across four continents, GRUP MEDIAPRO offers a wide range of creative and technical solutions for designing, producing, and distributing audiovisual projects.

The group’s commitment to innovation is evident in its ventures within the eSports industry, led by Liga de Videojuegos Profesional (LVP), the largest Spanish-language eSports organization, as well as the entertainment platform for new audiences, ubeat. GRUP MEDIAPRO’s dedication to innovation extends to its immersive creative company, VISYON, and its departments of Artificial Intelligence, Audiovisual Platforms, and Corporate Innovation.


Collaboration between GRUP MEDIAPRO and Microsoft marks a significant milestone in the application of AI and synthetic media in the media industry. With their shared vision and commitment to innovation, these two industry leaders are poised to reshape the audiovisual landscape.

The establishment of the Laboratory of Artificial Intelligence and Synthetic Media underscores their dedication to leveraging technological advancements for the benefit of the media sector. As AI continues to evolve, it will undoubtedly play a central role in shaping the future of media, ushering in a new era of creativity, efficiency, and personalized experiences.

By combining their expertise, GRUP MEDIAPRO and Microsoft are at the forefront of this transformative journey, driving the industry forward and setting new standards for innovation and collaboration.