Richard Kerris

NVIDIA and the European Broadcasting Union announced expanded sovereign cloud and open model standards for European public service broadcasters, designed to let media organizations deploy AI agents while maintaining data control and editorial independence. Simultaneously, Adobe announced GPU-accelerated video search capabilities powered by NVIDIA hardware, delivering up to 5x faster embedding generation and 4x higher throughput for video content discovery. The announcements reflect growing demand for AI infrastructure that balances innovation with data sovereignty and operational efficiency in media production.

NVIDIA, Adobe, and WPP are expanding their collaboration to deploy agentic AI systems for enterprise marketing and creative production. The partnership combines Adobe's creative platforms and new CX Enterprise Coworker with NVIDIA's Agent Toolkit, Nemotron models, and OpenShell secure runtime to enable brands to generate, personalize and activate content at scale while maintaining governance and brand control. The approach addresses the challenge of delivering tailored customer experiences across millions of product and audience combinations in minutes rather than months, with policy-based execution that keeps AI operations auditable and compliant.