Emtek, Google Cloud roll out 'Studio of the future' to rewire content production

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Elang Mahkota Teknologi (Emtek Group) has partnered with Google Cloud to introduce a new generative AI-powered production model, as the Indonesian media conglomerate looks to scale premium original content across Southeast Asia while reshaping how creative teams work.

Framed as part of Emtek’s “Studio of the future” vision, the collaboration centres on reducing technical and repetitive production tasks through AI, allowing creative talent to focus on storytelling, quality, and cultural nuance.

At the core of the initiative is VidioGen, an AI-powered content production platform developed by the technology team behind Vidio. Built using Google Cloud’s Gemini Enterprise Agent Platform alongside models such as Veo, Imagen, and Gemini, VidioGen marks the next phase of Emtek’s broader AI adoption strategy.

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The group has already deployed Google Cloud technologies across its media operations, including proprietary solutions to optimise television advertising revenue and semantic search tools to improve content discovery. The expansion of VidioGen signals a shift from operational efficiency to end-to-end creative transformation.

“The foundation of the creative industry will always rest on the people behind it – writers, directors, actors, and many other professionals who bring a story to life. Technology has proven to be a powerful enabler, helping our teams work more effectively and efficiently, and ultimately deliver better storytelling quality,” said Sutanto Hartono, managing director of Emtek Group.

“We believe the future of the content industry will be built through collaboration between creators and AI, unlocking many new possibilities, with New Keluarga Somat as an early example. Together with Google Cloud, we will continue to develop VidioGen and the ‘Studio of the future’ initiative, while keeping human creativity and cultural authenticity at the heart of Indonesian storytelling.”

From legacy IP to AI-powered growth

The partnership builds on the revival of New Keluarga Somat, an animated series originally aired on Indosiar in 2013. Reintroduced for contemporary audiences via Mentari TV and Vidio, the show has become an early proof point for AI-assisted production at scale.

Using VidioGen to accelerate visual asset creation and scene composition, Mentari TV reduced redevelopment time and costs by up to 30% while maintaining animation quality and narrative integrity. Since its premiere on 18 February 2026, the series has ranked as the top local animation during Ramadan, with audience share rising 74% in prime time free-to-air slots and 90% in Sahur programming compared to the previous year.

Rather than altering storylines, generative AI has been applied to enhance production efficiency – preserving the original creative vision while enabling faster iteration and localisation.

Rewiring the creative workflow

VidioGen introduces a suite of AI tools tailored to production teams, enabling faster experimentation and execution across artistic and technical processes.

Capabilities include outpainting, which allows creators to extend visual frames beyond their original boundaries – transforming close-up shots into panoramic scenes – using Veo and Imagen to maintain visual coherence across foreground and background elements. Inpainting tools, powered by Gemini 3 Pro Image, enable rapid edits to textures, props, and lighting within existing frames, reducing the need for reshoots or manual redraws.

To address challenges such as visual drift, Emtek leverages Google Cloud’s long-context AI capabilities to ensure consistency across scenes by anchoring outputs to predefined production guidelines.

The platform is also being expanded with transcription, subtitle, and dubbing features powered by Gemini, aimed at accelerating multilingual distribution without losing cultural nuance. With multimodal understanding and contextual awareness, the system is designed to preserve humour, slang, and emotional depth for both domestic and international audiences.

Beyond production, Emtek is also applying AI to marketing workflows. Its Vivi (Vidio Vision) solution uses Gemini 3.1 to analyse long-form footage and automatically generate promotional assets, including highlight reels and key visuals – enabling marketing teams to respond to audience trends.

Scaling AI across the organisation

The collaboration extends beyond content production into enterprise-wide transformation. Through Google Workspace Studio, employees across Emtek’s business units can build AI agents without coding to automate tasks across Gmail, Google Drive, and Google Chat. Meanwhile, Gemini Enterprise provides access to both Google-developed and custom AI agents, including VidioGen.

To support this shift, Emtek has established an AI Centre of Excellence (CoE) tasked with driving innovation across its portfolio. Areas under exploration include near real-time sports content generation, enterprise knowledge graphs to enhance scriptwriting, and AI agents for game development.

“Since the beginning, humans have been storytellers, and technology provides new ways to share perspectives and experiences with greater impact,” said Mark Micallef, managing director, Southeast Asia, Google Cloud.

“Emtek’s success with VidioGen demonstrates how Google Cloud’s full-stack AI can help media players turn technical challenges into new creative opportunities. With legal safeguards, robust usage policies, and full customer ownership of intellectual property, we are providing the foundation Emtek needs to realise its ‘Studio of the future’ vision and bring more culturally rich stories to audiences across the region.”

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