Inside NEXT: What we learned about the future of media innovation
The media landscape is changing fast. New technologies are transforming how we create content, reach audiences and tell stories. But how do we make sure innovation actually brings value? We attended NEXT: Media for the Next Generation , an event curated by Thomas More, Arteveldehogeschool, WeMedia, MediaNet Vlaanderen and VRT Sandbox, bringing together different voices from the media and innovation industry.
Throughout the day, we explored topics ranging from mindful innovation and creative AI to interactive storytelling and startup collaborations . Each session offered a different perspective on where the industry is heading, but some key questions kept coming back: how do we stay relevant, how do we make the most of new technologies, and what role do people still play in an increasingly digital media landscape?
Innovation starts with asking the right questions
The first sessions, led by Felix Simon and Ezra Eeman, explored how AI is changing the way people access information and how media organisations need to adapt. Conversational AI is becoming an increasingly popular way to find information, especially among younger generations. While it can make knowledge more accessible, it also raises questions about reliability, trust and the changing role of journalists and experts.
Ezra Eeman encouraged media organisations to move beyond familiar processes and explore new ways of working with AI. Although the technology is spreading across platforms and channels, it still has limitations, such as providing unreliable information or overlooking context.
Another session, led by Steven De Hertogh from Thomas More, focused on mindful innovation. His message was simple: before adopting new technology, understand what problem you're trying to solve, who you're creating for and what value it brings.
With so many new technologies emerging, it can be tempting to jump on every trend. But not every new tool or idea is necessarily the right solution.
His approach focused on understanding what you want to achieve, who you're creating for and why it matters before deciding how to get there. Rather than committing to an expensive solution straight away, teams should test ideas on a smaller scale, learn from mistakes and adapt along the way.
One example involved creating a virtual production environment for a studio. The team wanted to create depth in the background without making the setup too expensive. They initially considered using camera tracking, but after exploring different options, they realised it wasn't actually needed to achieve the desired result. The background could be created using LED screens or added in post-production instead. By questioning the technical requirements and adapting along the way, they found a simpler and more cost-effective solution.
This case is a good reminder that innovation doesn't always mean adding more. Sometimes, the smartest solution is the simplest one.
Human creativity in a world of AI
AI was another recurring theme throughout the day, especially when connected to content creation and storytelling. How do you stand out when anyone can generate content at an increasingly fast pace?
Matthijs van Mierlo, founder of The Gaze, shared how his passion for art grew from a personal YouTube project into a professional career. By adapting his videos to platforms like TikTok, Instagram Reels and YouTube Shorts, he reached new audiences and attracted organisations interested in working with him.
His main takeaway was that a good story needs more than information. It needs emotion, a recognisable style and a way of telling it that fits both the story and the platform. A video about art can be funny, fast-paced and full of visual effects, but it can also be slow and thoughtful. The format should serve the story, not the other way around.
With AI-generated explainers and videos becoming more common, Matthijs believes that the human element is becoming even more important. Showing your face, using your own voice, making personal observations and including unexpected details can help content stand out from the growing amount of AI-generated material.
This idea came back in the session by Gregg Young from VRT, who showed how AI is already being used in different productions. From bringing photographs to life in Iedereen Zomert to creating new visual possibilities for children's television, the technology can make ideas possible that would otherwise require more time, money or resources.
But these possibilities also come with questions. Who owns an AI-generated voice? Is it ethical to bring historical photographs to life when you don't know who the people in them are? And how will audiences feel when they discover that something they watched was generated using AI?
VRT conducted another experiment for its children’s news brand Karrewiet, creating an entire episode with AI. Children were later asked which parts they thought were real. The results showed that some children found the episode frightening, while also highlighting how easily realistic AI-generated content can blur the line between fact and fiction.
The message was clear: just because we can create something with AI doesn't automatically mean we should. The technology can be a powerful tool, but human judgement, transparency and responsibility still matter.
Seeds & Growth: Turning media innovation into real collaborations
Innovation doesn't happen in isolation. Startups develop new technologies and ideas, while established media companies have audiences, expertise and infrastructure. The challenge is bringing these strengths together in a way that creates real value.
That's where Seeds & Growth for Media comes in. The programme connects mature Flemish media companies with startups and scale-ups, helping them develop solutions for the changing media landscape. Its accelerator follows a growth path that includes an open call, masterclasses, pitch and matchmaking sessions, and live testing.
The results show the scale of the initiative. Across the last three years, Seeds & Growth received 109 applications, selected 64 participants and facilitated 192 pitches, ultimately leading to 16 innovative pilots and collaborations.
These partnerships cover a wide range of challenges. ScribeWave, for example, worked with Radio 1, Mediahuis and DPG Media to explore how content can become more understandable and how it can be optimised. Other collaborations explored topics such as branded image generation, gaming and media formats, podcasting, live content and automatic carbon footprint measurement.
What makes this approach interesting is that the goal isn't simply to introduce startups to potential clients. It is about creating the conditions for ideas to be tested and adopted in real media environments. A promising technology can look great in a pitch, but putting it into an existing workflow brings different challenges, from budgets and timing to technical requirements and organisational needs.
The programme's experience also shows that successful matchmaking requires preparation. Pitch timing matters, companies need to be clear about what they are looking for, and startups benefit from understanding the people and organisations they want to work with. Testing a solution is only one step, getting a media company to adopt it is another.
Seeds & Growth for Media also looks beyond Flanders. Through partnerships, events and international connections via the Future Media Hubs network, the programme helps companies build connections outside their local market. In a media landscape where technology and audiences cross borders, thinking internationally from the beginning can make a real difference.
The results underline an important lesson: innovation needs more than a good idea. It requires collaboration, validation and a clear path towards real-world use. For startups, this creates opportunities to grow. For established media companies, it offers new ways to solve problems and prepare for what's next.
Conclusion
Looking back, what stood out to me was the variety of perspectives. From practical examples of AI in media production to new ways of telling stories and bringing startups into the media ecosystem, each session offered a different look at where the industry is heading. Together, they showed that innovation can take many forms, but always needs to translate into something meaningful in practice.
The bigger picture matters just as much, that is the biggest takeaway from NEXT. Technology can open doors, but it takes people to decide which doors are worth opening. To help you find the right door, it’s important to stay curious and not follow every trend blindly. Experimenting is valuable, but so is knowing when to adapt, simplify or stop. And as AI-generated content becomes more widespread, authenticity, human creativity and trust may become some of the most important things a media organisation can offer.
In the end, the future of media won't be shaped by technology alone. It will depend on how we choose to use it, who we involve along the way and whether the results genuinely make a difference.
