Why LivePictureAI™
It started with a football match, a sunny day and a picture that simply wasn't good enough.
The story behind real-time AI lighting correction for live sports broadcast.
By Andreas Lännerberg, Founder & CEO
A sunny day, and half a pitch in shadow
One part of the pitch was in bright sunlight. Another was in deep shadow. Players moved between the two, exposure changed, details disappeared, and I found myself thinking:
Before
After“Why does live football still have to look like this?”
At the time, I had been on parental leave after leaving Logitech, which had acquired my previous company, Meetio, in 2021. Life was good. But my hands had started itching again. I wanted to build something.
And once I had taken the mental step from “someone should fix this” to “I'm going to fix this”, I started building and testing.
That became LivePictureAI.
Twenty-five years of building technology
Twenty-five years of it: from a support desk in southern Sweden to an international acquisition, and now to a problem that live broadcast has quietly lived with for decades.
Early career
Lundalogik (today Lime Technologies)
I joined when it was still a growing Swedish software company. I started in support, eventually became Head of IT, and got to experience what happens when a small technology company grows into something much larger. Lime Technologies later became a publicly listed company.
2014
Founded Meetio
We built software and hardware for the modern workplace, grew internationally, and built a company around a problem everyone in the office recognized.
2021–2023
Meetio becomes part of Logitech
I stayed on for two years after the acquisition before leaving. Then came a stretch away from work, and parental leave. Life was good, but my hands had started itching again.
2025
LivePictureAI
Eventually I realized I wasn't finished building companies. I just needed to find the next problem worth solving.
Football became the starting point to fix harsh sunlight in live broadcasts
The underlying problem exists far beyond football. But football was the obvious place to start, and it is where you can see what it does to a live feed.
The sport I know best
Football is the sport I know and care about most. Caring about the details is what makes you notice them in the first place, and then stop accepting them.
Beautifully constrained
One pitch, four sides, predictable camera positions and an environment we can understand extremely well. Technically, that is a gift.
Solve that first, then expand
Sunlight, shadows and difficult lighting conditions affect many outdoor sports and live productions. Football is simply where we prove it.
The idea is simple: no more overexposed sports broadcasts
A television viewer should not have to accept a worse image simply because half a stadium happens to be in sunlight. LivePictureAI uses AI to understand and improve the live image in real time.
The goal is to create a naturally and consistently lit picture while preserving everything that should remain real: players, colors, grass, atmosphere, detail and the character of the original production.
- Not an effect.
- Not a filter.
- Not something that looks AI-generated.
Just a better live picture.
And it has to happen inside a professional broadcast workflow, with the resolution, latency and reliability that live production demands.
That is the difficult part. It is also the part that makes LivePictureAI interesting.
See the difference
Drag to compare the original frame with the LivePictureAI-processed version.
LivePictureAI automatically reduces harsh sunlight and deep shadows to balance lighting, in real time.
The moment it became a company
For a long time, LivePictureAI was fundamentally a technology problem.
- Could we actually make this work?
- Could we process live broadcast video fast enough?
- Could we improve severe lighting conditions without destroying the image?
- Could it work in a real production environment?
That changed at IBC 2026 in Amsterdam. We showed the technology to people across the broadcast industry: broadcasters, production companies, infrastructure providers and technology vendors.
Again and again, we heard the same thing:
Yes. This is a real problem.
We want this.
That was the point where LivePictureAI stopped feeling like an interesting technical experiment and started feeling like the beginning of a new category in live production.
From idea to platform
- 2025 Q1
Founded
Andreas Lännerberg founded LivePictureAI with a clear mission: use AI to solve the lighting challenges that have plagued live sports broadcasts for decades.
- 2025 Q4
First model
Trained and delivered the first custom AI model capable of enhancing live video in real time, correcting harsh shadows and overexposed highlights on the fly.
- 2026 Q1–Q2
Platform development
Developed the platform and infrastructure for real-time broadcast enhancement, preparing for validation with production companies, broadcasters and technology partners.
- 2026 Q3
Introduced at IBC 2026
We introduced LivePictureAI at IBC 2026 in Amsterdam as part of Tech Ignite. We are now validating the technology with selected partners ahead of commercial deployment.
We don't want to be invisible
A lot of broadcast technology is designed to disappear into the background. That is not quite our ambition.
Of course, LivePictureAI should integrate seamlessly into the production chain. But the difference in the picture should be obvious.
Our goal is that viewers get used to watching sport with LivePictureAI. That they recognize the difference. And that when they watch a match without it, they ask:
“Why doesn't this broadcast have LivePictureAI?”
That is the standard we are building towards.
Not technology that merely improves a signal. Technology that changes what viewers expect a live sports broadcast to look like.
The team
Andreas Lännerberg
Founder & CEO
Serial entrepreneur with 25+ years in tech. Founded Meetio (acquired by Logitech), investor in several companies such as Jobbs and Hemmaspa.se. Now building the future of live broadcast enhancement with LivePictureAI.
Jonatan Cervall
AI Developer
We're recruiting
See our open roles
A sports-broadcast AI startup from Sweden
LivePictureAI is a Swedish sports-broadcast AI startup, founded in 2025 by Andreas Lännerberg and based in Sweden. We build real-time AI for live sports broadcast and work with broadcasters, production companies and technology partners internationally.
The company is part of the NVIDIA Inception Program and Microsoft for Startups. Broadcasters, production companies and partners who want to see the technology on their own footage are welcome to get in touch.
About the company, answered
Who founded LivePictureAI?
What does LivePictureAI do?
Why is it called LivePictureAI?
Which sports does LivePictureAI work with?
Is LivePictureAI real-time color correction for broadcast?
Where is LivePictureAI based?
More on the technology and workflow on the broadcaster & OB page, or see it applied to live football.
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