In a digital world overloaded with content and short on resources, reaching and engaging new audiences has been a persistent challenge for creative industries. Some top media players have turned to artificial intelligence (AI) for a possible solution.
For Kati Bremme, executive product manager at France Télévisions, AI has been a “faithful companion” to speed the digital transformation of media amid shifting audience expectations.
But the adoption of AI-powered technologies in the media has been slow compared to its uptake in other sectors, she said, speaking at an online event organized by the European Broadcasting Union’s AI and Data Initiative (AIDI).
Lack of resources, limited understanding, and the low number of use cases to date continue to hold back media AI use, she added.
Knowing the user
The AI Maturity Model produced by digital consultancy Gartner shows the media using AI mostly on active and operational levels. While AI-powered technologies are being tested and gradually introduced experimentally, they are far from pervasive or part of the business DNA, Bremme said.
Today’s so-called “narrow AI” builds on machine learning, deep learning, natural language processing (NLP) and natural language generation (NLG).
People consuming media, however, want a fuller experience, which AI can help achieve by putting the user, or “citizen”, at the centre.