NAB Show just gets better and better. This year over 58,000 registered attendees from 146 countries came along to the North and West Halls for the course of the five day event. The energy in the room was alive with inspiration and excitement as media and broadcast teams showcased the industry’s latest innovations and opportunities.
We took it all in. We watched, we listened, we demoed. And here's what we took away.
Our biggest takeaway from NAB Show was something we already knew: that integrations between existing solutions is the key direction of the industry.
Throughout our conversations and observations at the show, there was a growing interest among media outlets to merge physical equipment into existing SaaS ecosystems. Exploring the event led us to see how other industry leaders were merging the worlds of SaaS vendors, such as Adobe showcasing new AI features for Premiere Pro to speed up camera to timeline workflows. With our innovative integration with Sony cameras as well as our industry-defining live news production workflow with technical partners LiveU and Mimir from 2025, Trint is helping to lead industry updates and prioritise future-first thinking.
The focus this year also shifted from broadly discussing the need for AI to focusing on specific AI applications – reflecting a greater alignment between Trint’s roadmap and the current and future industry needs.
For the broadcast and production world specifically, AI-powered transcription and metadata generation are now baseline expectations in professional workflows, not differentiators. This pivots the question of how you connect those capabilities to your workflows – that includes your archive, editing tools, distribution stack etc. The teams leveraging AI in the most forward way are now the ones who have figured out how to connect those capabilities into a seamless organization.
Attendees of NAB Show are no longer simply seeking shiny new features, but are looking to change their working processes to streamline operations even further. A great example was a discussion we heard around using a channel like Slack as the primary search tool across platforms and having software directly integrated into it. An existing Trint customer gave us something to think about when they inquired about incorporating Trint into an Agentic AI setup, potentially creating a button directly in Slack as a starting point.
Now, of course we’re going to back our own booth. We unveiled our integration connecting Sony's professional broadcast cameras directly into Trint, and from Trint into Mimir's cloud production platform. This demonstration showed end-to-end, camera-to-content workflow and how it works in the field.
Our demonstration of the Automatic Language and Speaker Recognition features also got great reviews from those watching, with the quick character detection in Arabic getting particular attention. More than a few people who watched the daily 11am, 12pm, 2pm and 3pm demos came back the next day to bring a colleague.
In a new reveal for NAB Show, we demoed our AI Highlights feature – another core part of our First Word to First Draft proposition. The demos showed how it took live quotes from the Sony camera and highlighted them with reasoning, allowing a human to then decide its validity, before sharing with colleagues. These quotes are then shown in Mimir and Adobe Premiere, facilitating the next stage of content. All of this enabled us to highlight the necessity of hardware to software integrations and have our booth be a hub of connectivity and creativity.
Since the last NAB Show in 2025, we have seen a shift in the general feeling toward AI. Particularly within our industries, people are at a much more accepting stage of dealing with AI and have adopted a more ‘confidently cautious’ approach. Most have moved away from fears of replacement and are leaning into an understanding that AI is an essential in this world now.
Our new brand positioning, First Word to First Draft, shows just how effective AI platforms can be in easing the workflow and getting you closer to that point of publication quicker than ever. However, humans have an integral role in helping to guide the work into the first draft, with details, verification and brand voice.
This was more prominent at NAB show where many attendees voiced that real-time text-based editing remains highly valued for its affordability and accuracy, in comparison with expensive full-analysis solutions. Attendees favoured the editing feature demos and were able to see that it is still relevant and present within our ecosystems.
At NAB 2026, we discovered that the direction is clear. Deeper integrations with AI, faster workflows and a production ecosystem that is cohesive and streamlined, serving everyone.
We left Las Vegas more convinced than ever of the way forward for both our platform and our industry. The gap between ‘AI-native’ media organizations and those still using disconnected manual processes is going to widen fast, and we're here to be part of the workflow that closes it.
See you at NAB Show New York, October 21–22, 2026.
