Humans Not Robots Brings Its Biggest Ever Presence to IBC2026

York, UK, July 29th. Humans Not Robots (HNR), the observability provider that measures the cost, carbon, and value of AI and technology operations, today confirmed its largest ever presence at IBC2026, marking a significant milestone since the company's founding in 2022. This September 10–14 in Amsterdam, HNR will demonstrate the latest capabilities of its award-winning platform, HNR to ZERO. On show will be optimisations to live streaming technology, enhanced hybrid satellite distribution operations. The team will also be introducing a new framework to better understand the value of AI.

As enterprises scale AI, compute and energy demand are climbing fast, yet very few leaders can prove the return on their technology infrastructure. HNR closes that gap, helping businesses get more from every watt by joining cost, carbon, impact, and business value into one measurable view, so people, not machines, stay in charge of the decisions that matter. They call this unified metric Quality of Impact.

"IBC is where the industry comes to see what's next," said Kristan Bullett, CEO at HNR. "This year, we're bringing the most complete version of HNR to ZERO ever built. We've been deep in the work, from tightening live streaming optimisation to building out a framework that helps organisations understand the value of their technology operations. We'll be showing why Quality of Impact is the metric that actually moves the needle. Not just what your technology costs, but what it's genuinely delivering. That's the conversation leaders need to be having right now, and we're ready to have it."

EcoFlow X and the IBC Partner Programme

EcoFlow X extends last year's award-winning IBC Accelerator project into a practical forum for connecting sustainability with business goals. Built in partnership with Accedo, the Institution of Engineering and Technology (IET), EBU, Channel 4, ITV and DTG, the initiative culminates in live demonstrations at the show. The consortium will host a two-hour partner conference session, part of IBC's Partner Programme, on 12 September in room E105, with panels and fireside chats on operationalising sustainability. Attendees will see how measurement moves from theory to a working part of the media supply chain.

5G-EMERGE with EBU and ESA

As a key partner in the ESA-backed 5G-EMERGE consortium, HNR continues its work examining power consumption across satellite content distribution. At the EBU stand, visitors can see the new Media Services Framework that compares baseline, dynamic and predictive delivery demonstrating actual efficiency gains. HNR will also take part in the 5G-EMERGE Meetup on Friday 11 September, 16:00–17:00, at EBU Stand 10.D21, Hall 10.

The Forward Vision: Quality of Impact

Cost is only half the picture. Value is the other half of the equation; one that most organisations have yet to prove. HNR's answer is Quality of Impact (QoI), the coined framework that measures cost, carbon and business value together, expressed as intelligence per watt. This year HNR previews AI usage observability, applying the same rigour to every AI workload that they have long applied to media and telco infrastructure. HNR remains the only platform combining cost, carbon and value at the individual workload level.

"What excites us is that the industry is finally asking the right questions," said Kris Brown, CTO at HNR. "Not just what does this cost, but what is it actually worth? Quality of Impact is how we answer that. Intelligence per watt is how we measure it. Our observability platform, HNR to ZERO, is built around that same principle. Real workloads, honest numbers, and a clear line between what you spend and what you gain. That is what drives us, and we look forward to having those conversations at IBC2026."

Where to Find HNR at IBC2026

• The Green Line: HNR is sponsoring the dedicated DecodeTV Eurostar carriage travelling from London to Amsterdam on 10 September. ‍
• EBU, stand 10.D21, Hall 10, as part of the 5G-EMERGE project, where HNR plays a pivotal role. The team will do a presentation on the latest 5G-EMERGE progress on Friday 11 September at 16:00.  ‍
• Merapar, stand 5.D73, Hall 5: Visitors can contact HNR to meet at their partner's Merapar stand. ‍
• EcoFlow X conference session, part of the IBC Partner Programme, room E105, 12 September.

Media, broadcast and telco companies looking to measure and improve the value of their technology operations can schedule a meeting with HNR at IBC2026 here: https://www.humansnotrobots.com/insights/meet-humans-not-robots-at-ibc2026

About Humans Not Robots

Humans Not Robots (HNR) helps businesses get more from their technology while using less. Their award-winning observability platform, HNR to ZERO measures the cost, carbon, impact and value of a company's technology operations with precision, then brings those numbers into context for the people who need them, not locked in a finance or sustainability silo. HNR calls this honest, rounded measure Quality of Impact. Humans Not Robots believe the smartest technology keeps people at its centre, making teams more capable rather than replacing them. Software you run every day, with a conscience. Learn more at www.humansnotrobots.com  

Media Contact:
Bea Alonso, Marketing Lead, Humans Not Robots
bea@humansnotrobots.com