Oracle is looking to bring content creation, video delivery and personalised advertising under one roof, with a new AI-powered platform aimed at media companies, streaming services and brands.
Announced at Oracle AI World today, Oracle Media Fabric combines AI-powered production tools with video distribution infrastructure, allowing businesses to create and adapt content, deliver it at scale and tailor advertising to different audiences.
The platform is designed to help media businesses reduce production costs, make better use of existing content and find new ways to monetise their audiences.
“Creating content and delivering it to viewers were separate processes,” Oracle CEO Clay Magouyrk said. “With Oracle Media Fabric, we’re bringing content creation and streaming together, using AI across the entire production and distribution workflow.”
For advertisers, one of the more notable components is Oracle Adaptive Media Platform, which allows brands to generate variations of an existing advertisement within set brand guidelines and approval rules.
The aim is to make it faster and cheaper to produce multiple versions of a campaign, potentially allowing brands to tailor creative to different audiences without starting from scratch each time.
The platform also connects content creation with delivery, enabling personalised programming and shared viewing experiences. Audience insights can then help media companies better understand how viewers respond to content and advertising, with the goal of strengthening engagement and creating additional revenue opportunities.
Oracle Media Fabric also includes three other components.
Oracle Creative Studio is an AI-powered production suite that helps creators develop storyboards, scenes, cinematic video, visual effects and virtual characters. It combines Oracle’s own AI media models with third-party models, selecting tools for different creative tasks based on factors including cost, security, provenance and intellectual property protection.
Oracle AI Media Models focus on video generation, image generation and image editing, alongside content curation and search. Oracle said the models are designed to support large-scale media processing while maintaining creative control.
Meanwhile, Oracle Video Edge targets the distribution side of the equation, using real-time network and playback data to help broadcasters and streaming providers maintain video quality and reduce latency during major live events.
The managed service coordinates network capacity and directs viewers to suitable delivery locations across Oracle Cloud Infrastructure and participating content delivery networks and internet service provider networks.
Oracle said the platform includes safeguards intended to protect customers’ intellectual property and reduce the risk of generated content infringing the rights of others.
The announcement brings together two increasingly connected challenges for media and advertising businesses: producing more content for different audiences, and delivering it reliably across digital channels.
The promise for marketers is greater flexibility in adapting creative for different viewers. For media companies and streaming providers, Oracle is pitching a way to connect production, distribution and audience insights while opening up new opportunities to generate revenue from content.
Oracle Media Fabric is planned to become available within the next 12 months.
