IABM rebrands as IAMT and launches MAI agentic AI discovery platform

The International Association of Broadcast Manufacturers announced at NAB 2026 that it is rebranding as the International Association of MediaTech (IAMT). The name change reflects a strategic shift from hardware-centric broadcasting to a software-defined, cloud-integrated ecosystem spanning streaming, enterprise media, AI workflows, and immersive experiences.

The rebrand comes with three new initiatives. MAI is an agentic AI-powered discovery platform developed in partnership with Alpha Cogs and trained on the organization's full accumulated knowledge base. An IAMT Marketplace and IAMT Global Alliance connecting media partners, educational institutions, and industry groups complete the launch package. The organization reported a LinkedIn engagement rate nearly triple the industry average in 2025, suggesting its existing audience remains engaged even as the membership focus broadens.

"This is beyond a rebrand — it's a recognition of the market we now inhabit," said CEO Saleha Williams. The transition mirrors what has happened across the vendor community the organization represents: companies that built dedicated broadcast hardware are repositioning as platform and software providers. For IAMT, broadening its charter is also a membership play — software companies, streaming platforms, and enterprise media operations that do not fit the historical "broadcast manufacturer" definition are now eligible targets for affiliation.