As the sun sets on 2025, we look back on the EBU’s AI Creative Case Studies series, which we produced as a window onto how media are adopting, exploring and pushing the boundaries of artificial intelligence in their work. 

This year, we’ve explored real projects to put the hype to the test and show how AI is actually being used to enhance storytelling, expand the possibilities and reach audiences. 

Each case study in the series has been built on direct conversations with the engineers, producers, journalists, creative technologists and innovation leads doing the work. But amid the many different disciplines and applications, one theme is consistent: AI is not so much replacing media creativity as supercharging it.

We began with ambitious new approaches to audio production, where creators used AI tools for editing, voice cloning and multilingual storytelling while navigating the ethical realities of synthetic voices. We went behind the scenes of the world's biggest live music event, the Eurovision Song Contest, with Tobias Åberg explaining how AI-backed workflows help teams manage vast complexity without compromising artistic intent.

We explored how filmmakers and media start-ups are pushing the envelope of narrative and visual experimentation, using generative AI to prototype ideas faster and reshape production pipelines. We looked at microdrama platforms that rely on machine-generated story structures, and at sports personalization projects, such as ‘My Club Daily’, that use AI to deliver tailored, data-rich football updates for every fan.

But we also encountered newsroom innovations, from automated content analysis to multilingual translation tools that expand the reach of public service journalism, to experiments in editorial efficiency that allow journalists to spend more time on what really matters.

Overall, the 2025 series shows a public service media sector leaning into innovation while demanding of itself the highest standards of accuracy, transparency and ethics. The work documented this year demonstrates how public service media can harness AI in ways that strengthen trust, broaden participation and unlock new forms of creativity.

Thank you to all the EBU Members and industry creators who shared their knowledge and insights so freely. Their curiosity and daring are essential in shaping the next chapter of public service storytelling.

Take a moment to browse the series and let us know your own AI stories.