Artificial Intelligence is dominating discussions on a global scale, influencing various domains across different industries. The realm of media is no stranger to this phenomenon. However, the pertinent question remains: what is the actual impact of AI on broadcast production workflows in both the immediate and distant future? Through the introduction of Avid Ada, this session delves into needs of the broadcast industry, how Avid is strategically integrating AI to introduce features that not only optimize workflow efficiency but also expedite content delivery, and our commitment to responsible AI, embodying a tangible advancement in the broadcast production landscape.