Amazon Web Services (AWS) launched AWS Elemental Inference on Tuesday, a new artificial intelligence service designed to automate the process of adapting live and on-demand video for mobile viewing. The service aims to streamline the creation of vertical video formats and highlight clips for platforms like TikTok, Instagram Reels and YouTube Shorts.
AWS Elemental Inference utilizes AI to analyze video in real-time, automatically applying optimizations without requiring manual post-production work or specialized AI expertise, according to AWS. The system is designed to identify key moments in live broadcasts, such as game-winning plays in sports, and generate clips for immediate distribution. Fox Sports, NBCUniversal, Peacock, and ViewLift are among the initial clients utilizing the new tools, AWS stated.
The launch addresses a growing need for broadcasters and streamers to efficiently deliver content optimized for mobile devices. Currently, most live broadcasts are produced in landscape format, requiring time-consuming manual editing to convert them into vertical formats. This often results in missed “viral moments” and a loss of audience to mobile-first platforms, AWS explained.
AWS Elemental Inference offers two primary functions: vertical video cropping and clip generation. For cropping, the service automatically manages parameters based on video specifications. For clip generation, users can configure outputs to create highlight clips, with the AI identifying and extracting key moments from live content. The service achieves a latency of six to ten seconds, a significant reduction compared to the minutes required for traditional post-processing methods, according to Amazon.
The service can be deployed in two ways. Users can access it through a standalone console or integrate it directly into existing AWS Elemental MediaLive channel configurations. This integration allows broadcasters to add AI capabilities to their live video workflows without altering their current infrastructure. AWS Elemental Inference uses fully managed foundation models that are automatically updated and optimized, eliminating the need for dedicated AI teams.
Ricardo Perez-Selsky, senior director of digital production operations at Fox Sports, stated that the service evolved from a hackathon concept addressing the fact that approximately 90% of Fox Sports Digital content is consumed vertically. Over 18 months, Fox Sports and AWS collaborated to train and refine a custom model to understand the editorial nuances and creative standards behind Fox Sports’ vertical highlights.
AWS Elemental Inference is currently available in four AWS Regions: US East (N. Virginia), US West (Oregon), Europe (Ireland), and Asia Pacific (Mumbai). Pricing is consumption-based, with users paying only for the features they utilize and the video they process. The service offers flexible deployment options and integrates seamlessly with existing AWS Elemental MediaLive workflows.
