How AI is changing the shape of innovation in media 

AI is making it easier to create content, tailor recommendations, and harness data insights. In short, media execs can focus more on creativity while AI handles the grunt work, boosting efficiency and engagement. This has set the stage for a new era of media innovation. This feature was first published on the Media Revenue blog and is re-published with kind permission.

The media landscape is constantly evolving, and artificial intelligence (AI) is leading the charge. From revolutionizing content creation to automating routine tasks, AI is reshaping how media professionals work and how audiences interact with content. Let’s explore the different ways AI is making a big impact.

Content creation and curation

AI has transformed the way media companies curate, create and deliver content across their platforms. With AI-powered tools, it’s now possible to generate written articles, video scripts, and social content faster and more efficiently than ever before. Natural language processing (NLP) algorithms, for example, can produce news stories or blog posts in the blink of an eye, giving journalists more time to focus on investigative and in-depth reporting.

It’s a strategy that’s already been trialed by Reach, the owner of the Daily Mirror and the Express. The company published its first AI-generated articles in 2023. At the time, Reach CEO Jim Mullen said the automated content was based primarily on data and lists, adding that the articles were checked by human editors before they were published.

“There are loads of ethics [issues] around AI and journalistic content,” Mullen admitted. “The way I look at it, we produce lots of content based on actual data. It can be put together in a well-read [piece] that I think AI can do. We are trying to apply it to areas [where] we already get traffic to allow journalists to focus on content that editors want written.”

Despite recent advancements, some people are still skeptical about AI-generated content. This highlights a broader conversation about the unique human touch needed to truly connect with audiences. So what’s the answer? Ultimately, AI should not be used as a replacement for human creativity and expertise. Instead, it should be used to enhance the capabilities of content creators and streamline the content creation process.

Targeted content recommendations

AI’s influence also extends to personalized content recommendations. AI-powered algorithms can sift through and analyze a range of user data points, from preferences and viewing habits to social media interactions and demographic information. This data is then leveraged to deliver highly personalized content recommendations to individual users, enhancing the user experience and keeping the audience engaged for longer.

Streaming giants like Netflix, YouTube and Spotify have become masters of this – and now publishers are reaping the rewards too. As competition in the media industry intensifies, we’re seeing a big shift towards companies using AI-powered tools like enhanced user profiling to:

• tailor ad campaigns to specific audience segments
• give individual users entirely unique online experiences
• dynamically configure products or services for each customer.

It’s a strategy that seems to be working for many publishers. The Financial Times MyFT, a feature that allows subscribers to receive tailored curated content based on their interests, was responsible for increasing an individual’s RFV score by an average of 86%. Active personalization is also believed to have led to a 60% increase in engagement at Gannett and 23% at Mediahuis, according to research by the INMA.

Better data-driven insights

AI is transforming how media companies collect, analyze, and leverage data. Advanced machine learning algorithms can sift through vast amounts of data to uncover patterns and trends that were previously invisible. This is incredibly valuable for understanding audience behavior, identifying future trends and making more informed decisions.

AI also plays a crucial role in predictive analytics. AI algorithms can analyze historical data and apply predictive models to forecast audience engagement, project revenue streams, and identify both opportunities and risks.

With these insights, media companies can fine-tune their campaigns and business strategies, ultimately leading to higher conversion rates and more effective decision-making. For example, by using AI-driven analytics to identify past trends and predict new behavior patterns, Mediahuis Group was able to increase retention by over 14% in just three months.

Automation and operational efficiency

From transcribing interviews and managing schedules to moderating comments and sorting emails, AI-powered tools can automate a whole range of mundane tasks. In doing so, they help to streamline workflows, reduce errors and save valuable resources. As this McKinsey report suggests, AI technology can automate work activities that would usually absorb 60-70% of employees’ time.

AI enhances operational efficiency in various ways, including:

• Ad optimization and targeting
• Actionable insights for decision-makers
• Improved data accuracy and finance reporting
• Streamlined video editing processes
• AI-powered lead generation tools
• Automated translation tools for a global reach

With benefits like this, it’s no wonder AI is a top choice for publishers looking to grow and increase revenue. By automating time-consuming tasks, staff can focus on more profitable and creative areas of the business.

Embracing an AI-driven future

AI is undoubtedly changing the shape of innovation in media, offering tools and capabilities that were once the stuff of science fiction. By enhancing content creation, providing deeper data insights, personalizing content recommendations, and automating manual tasks, AI is empowering media professionals to work smarter and more creatively.

As we continue to explore the potential of AI, it’s clear that embracing these technologies will be key to staying ahead in the competitive media landscape. By leveraging AI’s capabilities, media organizations can create more engaging, relevant, and high-quality content, ultimately enriching the audience experience and driving the industry forward.

We’ll be sharing more insights on the transformative impact of AI in the media industry at our conferences on October 1 in Berlin, Germany and October 9 in Austin, USA. Book your ticket here.