The 2nd Annual SundAI Breakfast is a working session on what AI is actually delivering in Media & Entertainment. Two and a half hours, Sunday morning at IBC. No pitches.
The 2nd Annual SundAI Breakfast runs Sunday 13 September 2026, 08:00 to 10:30, at the Van der Valk Hotel Amsterdam Zuidas. Where media tech leaders turn AI hype into reality.
The first SundAI Breakfast ran at IBC 2025. The format was deliberately narrow — senior people, straight talks, a ban on pitching — and the room filled.
What 2025 delivered
- 50+ companies registered — vendors, startups, operators, media, analysts.
- 60 industry executives attended, director level and up. Room at capacity.
- 200+ passes requested. 150 turned down.
- 2.5 focused hours. Straight talks, no pitches, all signal.
- 6 media articles covered SundAI in their IBC’25 highlights as the only dedicated AI in M&E forum.
- 90+ NPS in the post-event survey.
The 2026 program keeps the format and sharpens the agenda. Four sessions, each pairing a technology company with an operator, each anchored to a decision an executive is being asked to make this year. Then the AI² Platform, live.
The 2026 program
- 08:00Doors open and registration
- 08:15Breakfast and networking
- 08:30Welcome note
- 08:35AI’s M&E market opportunity — AI² Research and The Media League. Challenges, opportunities, market sizing, projections and predictions.
- 08:50AI implementation experiences — Comcast and Orange Logic. Monetization and media archive mining: AI-powered visual semantic search to monetize archives and long-tail content.
- 09:05AI innovation market opportunities — Hoppr and operator TBC. AI-powered performance-led advertising and audience intelligence: innovation that raises outcome instead of CPM.
- 09:20AI industry paradigm changes — HexaGlobe and operator TBC. AI media and data sovereignty: the case for data independence from centralized AI intelligence and frontier labs.
- 09:35AI² Platform introduction and live AI² Enquire demo
- 09:50Open forum — AI survey analysis, all attendees, TML team and sponsors on stage.
- 10:10Hosts’ closing remarks
- 10:15Break, networking, interviews. Last chat, last croissant.
The room is built on purpose. Three groups, roughly balanced, so no single voice sets the terms of the discussion.
Who is in the room
Media-tech vendors, media service providers, and press, analysts and associations.
What attendees said in 2025
“This is a great chance to talk with leaders and influencers in AI, learn what other companies are doing, and where the trends are in the industry.”
— Jonathan Solomon, TVU Networks
“I was able to connect with peers about some of the actual use cases that have led to pragmatic outcomes.”
— Bleuenn Le Goffic, Accedo.tv
“This kind of pragmatic and business-oriented view of what we will do with AI was amazing. Today we saw great examples of success in business with AI.”
— Pierre-Alexandre Entraygues, HexaGlobe
“We had a lot of great debates and disagreements, which are always fun. I enjoyed it.”
— Josemaria Soriano, Reka AI
