It all started with an insight on the sidelines of a local football match back in 2019: huge amounts of sports matches are played, but only the top leagues of the most popular sports are being broadcasted. “Wouldn’t it be great to be able to produce auto-generated video content of (non-)professional sports matches?” The technical know-how to create a world-class AI model was there (with more than 50 years of AI technology research from TNO) and the first paying customers were excited to implement the software. This combination resulted in a successful launch of Studio Automated back in 2020. The company has been profitable since day one and has a triple annual revenue growth.