To Govern AI or Be Governed by It? Challenges and Strategies for Responsible Deployment

Artificial Intelligence is reshaping media operations—from content creation to distribution. As its adoption accelerates, so does the need for robust, ethical governance aligned with regulatory and strategic principles.

This panel brings together three major industry leaders—Globo, IBM, and AWS—to share complementary perspectives on how they are structuring their AI governance frameworks, with a special focus on the media and entertainment sector.

Chair: Fernando Gomes de Oliveira, Specialist in Media Convergence, Generative AI, and 5G Broadcast

A national reference in the practical application of AI and 5G/6G networks to the media and entertainment ecosystem, Fernando Gomes de Oliveira brings 35 years of frontline technology experience to SET Expo 2025, where he will be one of the leading voices shaping the future of content creation and distribution. A Computer Engineer from Poli-USP, Fernando led Brazil’s analog TV signal switch-off through Seja Digital, a landmark project that connected over 90 million Brazilians to the digital world. Prior to that, he held key roles at Irdeto, Skysystem, and Intellicast, deploying content security solutions for major networks across Latin America. Currently serving as CIO of Intellinet Conectividade Inteligente and VP of Technological Ecosystems at the Smart City Business America Institute, Fernando integrates generative AI, 5G/6G, and cybersecurity to transform audiovisual production chains, OTT platforms, and TV 3.0. He also collaborates with zero1educa, an initiative that trains creators in AI-powered video production, and chairs the Applied AI for Business Committee at I2AI. As a board member of AI Brasil, he advocates for ethical and scalable innovation. A speaker and moderator at events such as Futurecom, Quantum Week, and Summit Cidades, Fernando bridges traditional broadcast engineering with the new frontiers of intelligent storytelling. In his talks, he demonstrates how generative AI, cloud computing, and 5G Broadcast — one of SET Expo’s central themes — can unlock new revenue streams, personalize user experiences, and enhance content security. His mission: to turn technology into real value for the industry and meaningful experiences for audiences.

IBM: A Strategic and Advisory Perspective on Implementing Governance Frameworks in Media and Telecom Companies

Speaker: Mario Hime, Executive Leader Data & AI at IBM Consulting LATAM

Senior executive with an extensive track record in the technology and services sector, recognized for transformative leadership in data projects, generative artificial intelligence, and digital transformation. Currently leads the Data & AI practice at IBM Consulting for Latin America, overseeing strategy, implementation, and the expansion of innovative AI-driven solutions across the region. He plays a key role in structuring offerings, managing complex operations, and leading multidisciplinary teams. A frequent speaker and published author, he contributes thought leadership on digital transformation and the strategic role of AI in business.

AWS: The Role of Technology Platforms in Enabling Safe, Scalable, and Auditable AI Practices

Speaker: Gustavo Dutra, Head of Strategy and Business Development for the Media, Entertainment, Games & Sports Vertical at AWS

Gustavo holds a degree in Electrical/Telecom Engineering from UERJ, a postgraduate degree in Video over IP from UFRJ and an MBA in Commercial Management from PUC. He has over 20 years of experience in the video and telecommunications industry. Throughout his career, he has worked for companies such as Claro, Globo, Ateme, Oracle and other multinational technology and infrastructure companies, holding technical and business positions. He is currently the Strategy Leader for the Media Entertainment, Games & Sports segment at AWS.

Speaker: Leonardo Blunk, Manager of Data and AI Governance

Leonardo is a passionate advocate for technology, creativity, and innovation as drivers of human potential and business growth. An engineer with an MBA and currently pursuing a master's degree in Strategy, he leads Globo's AI program, where he is focused on advancing the company's strategic use of artificial intelligence.