71% of media industry adopts AI for content management to increase efficiency and personalisation
From content production to text translation and document management, artificial intelligence has helped optimise processes and transform traditional media operations.
So much so that 71% of media companies have already implemented AI for content management, highlighting the importance of these solutions in improving efficiency, and 85% of them use it for product evolution and the development of new functionalities. This has been revealed in the sectoral analysis contained in the Ascendant report by Minsait (Indra) which, under the title ‘AI: X-ray of a revolution in progress’, analyses its degree of adoption in private companies and public institutions.
The use of artificial intelligence in media has focused on recommendation and hyper-personalisation because it provides greater precision, improves the user experience and encourages the consumption of new content. Thus, the industry has turned to AI for two main tasks: content management for personalised delivery or headline optimisation (seven out of ten) and advertising management through campaign personalisation and performance analysis (57%).
In terms of specific use cases, the report notes that 43% of companies in the sector use AI to design new services and 29% use it to improve customer insight and management, establish pricing strategies and identify market opportunities and threats.
Moreover, increasing operational efficiency is one of the main motivations for integrating AI for 54% of media companies, while 46% of the industry believes that it improves service offerings and customer insight and therefore optimises business results. The report also highlights that 40% of these companies have AI-related chapters in their strategic plans and more than half (60%) are able to capture real-time information.
A key tool in the future of the sector
‘The media sector is in the midst of a transformation process due to the need to address economic as well as technological concerns. In this context, artificial intelligence has emerged as a key tool to face these challenges and take advantage of new opportunities,’ explains Elena Pablos, Director of Telco and Media at Minsait. ‘In the short term,’ she adds, ’AI-based solutions are expected to be able to detect content that has been manipulated or produced through the misuse of artificial intelligence. At Minsait, we are already working on use cases that allow us to prevent the spread of ‘fake news’ and ensure the veracity of the information'.
On the other hand, and according to the Ascendant report, the trend in the sector to move towards greater sustainability and corporate social responsibility gives a leading role to AI, which is responsible for minimising the environmental impact of the media with solutions that reduce the carbon footprint and energy consumption. The document also predicts that, in the coming years, media companies will place greater emphasis on data ethics and security to ensure data privacy and avoid bias.
The fifth edition of Minsait's Ascendant Digital Maturity 2024 Report addresses the context and degree of adoption of artificial intelligence by companies and public administrations. To this end, the information provided by more than 900 organisations in Spain and other countries from 15 different sectors of activity has been analysed.
