Amazon Gives Entertainment Giants a New TikTok-Fighting Tool: AI-Powered Vertical Video Tech

Hollywood Reporter

by Alex Weprin

February 24, 2026

AI-Generated Deep Dive Summary

Amazon Web Services (AWS) has introduced AWS Elemental Inference, a groundbreaking AI-powered tool designed to help entertainment giants produce vertical videos in real-time. This innovative technology allows media companies to convert live sports, news, and other content into vertically optimized formats with minimal latency—just 6 to 10 seconds of delay. By enabling live vertical streaming on social platforms like TikTok and Instagram, where vertical video dominates, AWS aims to help broadcasters capture audiences more effectively. Fox Sports and NBCUniversal are already leveraging this technology to enhance their digital offerings. The tool works by processing video content during encoding rather than in post-production, allowing for the creation of socially optimized clips and highlights while live events are still unfolding. This approach turns speed into a competitive advantage, as broadcasters can quickly deliver engaging content to social platforms, capturing viral moments in real time. AWS’s AI models analyze each frame to identify subjects, track movement, and determine optimal vertical placement—keeping key figures like athletes or speakers centered in the frame. The technology also applies smoothing algorithms to ensure a natural viewing experience, mimicking the panning of a professional cameraman. For entertainment enthusiasts, this advancement matters because it addresses the growing demand for mobile-friendly content. With nearly 90% of Fox Sports’ digital audience consuming content vertically, the need for automated vertical conversion is clear. This technology not only streamlines the production process but also enables media companies to scale high-quality vertical content across multiple platforms—such as Instagram, TikTok, YouTube Shorts, and their own apps—without sacrificing viewer experience. By aligning with how audiences currently consume content, AWS Elemental Inference could redefine how live programming is delivered in the digital age. The tool’s impact extends beyond mere convenience; it represents a shift toward more personalized and immediate content delivery. For broadcasters, this means faster turnaround times for highlights and the ability to

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Originally published on Hollywood Reporter on 2/24/2026