Artificial Intelligence
Artificial intelligence directly in the CreateCtrl Web Apps
Work with natural language
CreateCtrl AI makes operating complex workflows easier. Users no longer have to perform every single step themselves; they can describe tasks the way they would explain them to a colleague.
For example:
The AI understands the request, identifies the required steps, and can execute or prepare them via the connected CreateCtrl functions.
Automation for daily workflows
Many tasks in content, program and metadata management consist of recurring steps: capturing data, researching information, structuring content, translating texts, enriching metadata and checking results.
CreateCtrl AI can consolidate and accelerate such workflows.
From a simple instruction comes an intelligent workflow. Teams save time, reduce manual tasks, and improve data quality.
Typical use cases
Content and metadata
CreateCtrl AI assists in creating, enriching and verifying content. Titles, synopses, descriptions, genres, language versions or other metadata can be edited faster and kept more consistently.
Translation and Localization
Descriptions, synopses and editorial texts can be automatically translated or linguistically adapted. This makes it easier to manage multilingual content.
Program planning and editorial
Users can request analyses, summaries or suggestions in natural language. The AI helps to understand large volumes of data more quickly and to better prepare editorial decisions.
Data quality
CreateCtrl AI can identify missing, duplicate, or inconsistent information and assist users in cleaning it up.
Reporting and analytics
Complex questions about the dataset can be asked via the AI Chat. The answers are presented in an understandable way and can serve as a basis for further decisions.
The right AI for every task
CreateCtrl AI is not limited to a single AI model. Users can choose between different LLM models and pick the one best suited to the task.
One model may be particularly strong at complex analyses, another at quick responses, translations, creative writing, or structured-data tasks.
This flexibility enables new developments in artificial intelligence to be adopted quickly and allows the CreateCtrl Web Apps to be continuously improved.
The technical AI layer of CreateCtrl
Secure connection between LLMs and CreateCtrl functions
At the heart of CreateCtrl AI is a dedicated AI layer. It connects modern Large Language Models with the exposed functions of the CreateCtrl platform.
The AI Layer ensures AI models do not operate in isolation but interact with the CreateCtrl web apps in a controlled way. This makes the AI Chat an intelligent interface between the user, the AI model and the CreateCtrl API.
MCP Server as central communication layer
CreateCtrl uses an MCP server for this. MCP stands for Model Context Protocol and enables a standardized connection between AI models and external systems.
The MCP server provides defined tools and functions that an LLM can use. These include, for example, functions to create content, retrieve metadata, update records, or support complex workflows.
This ensures the AI model does not gain uncontrolled access to the system; instead it operates through clearly defined, controlled interfaces.
Multi-Model Support
The CreateCtrl AI layer can connect to multiple LLM models, so users and organizations are not locked into a single provider or model.
Depending on the requirement, the appropriate model can be selected:
This architecture provides flexibility and future‑proofing.
Connection to CreateCtrl API
The CreateCtrl Web API provides the technical foundation for data exchange with the CreateCtrl Web Apps. Through the AI layer, the AI can be connected to selected API functions.
This shows how a natural-language input in the chat can be translated into concrete technical actions.
Example: The user writes: "Create the films from this list, search for synopses and translate them into German and English." The AI layer processes this into a multi-step workflow:
The list is being analyzed.
Relevant film data is being structured.
Missing information is being researched or prepared.
Synopses are being created or updated.
Translating texts.
The data is created or updated via the exposed functions in CreateCtrl.
The result is returned to the user in the chat.
Control, Safety and Traceability
CreateCtrl AI is designed to integrate AI functionality into existing workflows in a controlled manner.
This keeps people in control while recurring tasks can be completed much more efficiently.
Extensible architecture
CreateCtrl's AI architecture is modular. New features, additional workflows, or more AI models can be added step by step.
This creates a flexible foundation for future AI applications within the CreateCtrl Web Apps.
Benefits of the CreateCtrl AI Layer
CreateCtrl AI: From software to an intelligent platform
CreateCtrl AI adds a new intelligent layer to the web apps.
Users continue to work in their familiar CreateCtrl environment, but can also initiate and automate tasks using natural language.
CreateCtrl combines proven planning, content and management features with the capabilities of modern artificial intelligence.
Discover our other apps
Everything you need for your broadcast business.
Read more about each app in the product overview.