Issue link: https://digital.copcomm.com/i/1542259
12 cgw o c t o b e r • n o v e m b e r • d e c e m b e r 2 0 2 5 OUTLOOK 2026 How Virtual Production is Redefining Enterprise Communication BY TOM BINGHAM DIRECTOR, VERTICAL MARKETS: LG ELECTRONICS USA i n a rapidly evolving business environment—where hybrid work, decentralized teams, and global operations are the norm—cor- porations are seeking new ways to create meaningful, efficient, and measurable communication. Enter virtual production: a technology once confined to big-budget film studios, now quietly transforming how companies tell their stories both inside and out- side the organization. While virtual production has gained momentum across sectors like education and broadcast, its most strategic deployment is tak- ing place inside corporations. Internal communications and mar- keting teams are increasingly turning to virtual production not just for its cinematic polish, but because it solves three of their most pressing challenges: speed, scale, and measurable impact. From Broadcast to Boardroom At its core, virtual production merges real-time 3D rendering, high-performance LED display technology, camera tracking, and artificial intelligence to create immersive, photorealistic environ- ments that respond dynamically to on-set activity. Originally de- veloped for the entertainment industry, these capabilities are now being leveraged by corporations to produce professional-grade video content—quickly, cost-effectively, and with unprecedented consistency. The rise of frequent, video-driven communication is a major driver of this adoption. What was once a quarterly broadcast from the CEO is now a weekly stream: global town halls, product launch- es, executive updates, employee recognition events, and customer announcements are being produced more oen, with higher ex- pectations for quality and engagement. According to a recent Altman Solon survey, 40% of media and enterprise executives report using virtual production tools today— and over half expect to adopt them within the next 18–24 months. The corporate embrace of virtual production is no longer experi- mental. It's foundational. Internal Comms & Marketing Demand Measurable Outcomes For internal communications teams, success is no longer just about getting a message out—it's about making sure it lands. Leaders ex- pect to see increased employee engagement, higher viewership, re- duced turnaround time, and consistent messaging across offices, countries, and continents. Virtual production makes these outcomes easier to achieve. The ability to shoot live or recorded content with multiple backdrops, camera angles, and integrated graphics—without changing physi- cal locations—means organizations can create compelling, region- ally relevant versions of the same core message in a single session. With consistency and customization built into the same workflow, messaging becomes both scalable and hyper-targeted. Marketing teams, meanwhile, are under increasing pressure to do more with less: more content, in more formats, for more plat- forms—with tighter timelines and greater ROI. Virtual production is helping these teams meet the demand by turning a single shoot into a multi-asset campaign.