Metadata is essential for powering all user-facing aspects of the video industry, meaning that the vendors generating the stuff are having to adapt to its commodity status. The clear answer is increased automation and scale, but this can lead certain vendors to overstate the impact that AI and ML is having on their service. There were great expectations going into our conversation with Danish metadata vendor Simply.TV at IBC 2022. COO Daniel Ruhmann told Faultline that the company was founded in 2019 to bring automation to the metadata game and embrace its commoditization with a “fully automated, end-to-end metadata offering.” We understand that most metadata vendors employ a mix of human and artificial intelligence, but where the differences really start…