The media and entertainment industry is rapidly evolving, with consumer demands and fierce competition driving the need for greater agility and data-driven decision-making. Artificial intelligence (AI) and machine learning (ML) have emerged as crucial tools in this transformation. Generative AI, a type of AI that can create new content and ideas, holds vast potential for M&E companies to create new content, enhance productivity, and automate workflows. Leading M&E firms are already leveraging generative AI and ML solutions on Amazon Web Services (AWS) to enhance their businesses and deliver engaging experiences to audiences.