Generative video, image, and audio are becoming core to a new generation of media products, and a clear architectural blueprint is emerging. The teams that turn this into a durable product capability will own the next decade of generative media. This keynote walks executives and architects through the three layers where the leaders are investing. Pipelines: the normalized job entity that absorbs new providers without rewrites, with parameter normalization, fallback chains, and event-driven storage as the orchestration substrate. Provenance: the trust contract that meets enterprise requirements at the moment regulators are codifying them, with C2PA, lineage, and chain-of-custody anchored to write-once-read-many storage. Storage: the long bet that compounds into a durable cost and capability advantage, with design tactics like content-addressable layouts, lifecycle automation, and zero-egress delivery paths that bend the cost curve by an order of magnitude at petabyte scale. A practical playbook for the asset-centric era of AI