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This article discusses the current challenges and potential of cloud-based media asset management (MAM) systems, along with emerging technologies such as artificial intelligence (AI) and machine learning (ML). It highlights the importance of seamless collaboration, navigating the complex storage options landscape, managing high operational costs for new formats, and prioritizing flexibility and openness in MAM systems. Additionally, it explores the potential of hybrid cloud models, which combine both on-premise and cloud storage, and the impact of AI and ML on broadcast workflows.