A global provider of media technology solutions that operates in core product segments, including news, editing and production, was exploring the technical and commercial potential of integrating artificial intelligence (AI) into its offerings.

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• The primary challenge was the critical need to understand how competitors were utilising AI within their products and solutions.
• The resulting analysis was required to help it prioritise and size its AI research and development investment.
• It needed to shape the go-to-market strategy for its future AI-driven products effectively.

• The project involved a focused competitive analysis on AI integration within the media technology sector.
• The work successfully identified and profiled up to 10 key competing companies operating in its core segments.
• Research concentrated on competitors’ specific approaches to embedding AI into their products and their accompanying market messaging.
• The scope included analysing the competitive landscape for AI technology trends, use cases, modularity and interoperability.
• The methodology incorporated listing and analysing known deployments of AI-enabled features across competitors’ products.

• The work delivered crucial intelligence needed to understand the key competitors, their capabilities, and strategies regarding AI-enabled media technologies.
• Caretta Research successfully provided the necessary foundational research to formulate its distinct competitive positioning and differentiation in the evolving AI market.
• The output included a profile deck detailing competitors, analysis of their AI messaging, and deployment histories for AI-based products.
• The findings directly informed the strategic decisions around AI investment and future go-to-market strategy.