Phillip Badenhorst

MBC Shahid, the world’s leading Arabic streaming service serving tens of millions of users, has evolved beyond static dashboards to a curated Data Product culture. In this session, discover how we leveraged Databricks Apps, Model Serving and Unity Catalog to operationalize AI for non-technical teams. We will showcase two game-changing internal apps: “Enigma,” which empowers media buyers and leadership teams with predictive show performance, an actionable, interactive real-time voice of the customer and sentiment analysis experience, and a GenAI social media tool that automates viral reel creation by identifying high-impact frames and flagging sensitive content. Join us to learn how adopting a serverless, app-driven architecture is saving thousands of hours, merging the worlds of traditional tabular data, clickstream events, qualitative customer feedback and video data, all on Databricks Lakehouse, while ensuring governance, and delivering massive business value in record time.