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In recent months, artificial intelligence (AI) has been all over the news, with people debating the benefits and risks of it – Elon Musk has even warned that it poses “profound risks to society and humanity.” Whatever your thoughts are on AI, though, the one thing everyone agrees on is that it has the potential to transform every industry. Businesses in the media industry, for example, will be able to change the way they create, distribute, and even monetise their own content. In this blog, we’ll take a closer look at some of the ways AI will impact the media industry in the years to come. 

Content Creation

One of the most significant impacts of AI on the media industry will be on content creation. Thanks to tools like ChatGPT, AI is already being used to generate articles, videos, and even entire news stories. While AI-generated content is not yet perfect, it has the potential to create content that is more accurate, timely, and cost-effective than traditional human-produced content. Some AI tools like Stable Diffusion and Midjourney can create any image based on simple text input, and artists are feeling threatened. Earlier this year, artists sued AI companies for training their algorithms on the artists’ content without permission.

When it comes to written content, AI could help newsrooms by analysing data and automatically generating news stories. This would free up reporters to focus on investigating and writing more in-depth stories, leaving AI tools to handle the more mundane and repetitive tasks. AI can also be used to create personalised content for individual users – by analysing their behaviour and preferences, AI can generate content that’s tailored specifically to them. 

This could include personalised news articles, videos, and even advertisements. Salesforce’s latest tool, Einstein GPT, is able to create personalised content, improving the experience for both employees and customers. Using Salesforce’s proprietary AI models as well as generative AI technology from OpenAI, it can automatically generate new content in real time, from articles and emails to computer code.

Distribution of Media

AI is also set to have a major impact on the way that companies are distributing their media content. AI-powered algorithms can help media companies to better understand their audience and their preferences. This means that media companies can tailor and optimise their content distribution to better reach and engage their target audience. AI algorithms analyse huge amounts of data on how users behave and interact with media – from how long they look at it to what parts of it attract their attention. This enables AI to suggest changes to headlines and images, and even the time of day that the content is published, in order to attract the most engagement. Repetitive tasks like publishing content can be left to AI as well, saving businesses time.

AI algorithms can recommend content to users to ensure they only see things likely to be of interest to them. By recommending more personalised content, AI can help media companies to increase engagement and build loyalty among their audience

Tools like Salesforce Data Cloud help businesses to get a more rounded picture of their customers, powered by Einstein, it collates and updates all of your customer data in real time, so you can make more informed decisions via a personalised and recommendation based experience. 

Social Media

As well as personalising content, AI has the potential to transform the world of social media, by enhancing users’ experience and helping businesses at the same time. Websites like Facebook and LinkedIn have already been using AI for years, recommending personalised adverts and helping users find new jobs. One of the most significant impacts of AI is on content moderation – AI algorithms can help social media platforms to automatically detect and remove inappropriate content, far more efficiently than any human could.

Advances in AI technology have made it easier for businesses to monitor what their audiences are saying and target them on social media. This helps businesses react quickly to any changes in customer demand while observing sentiment to effectively respond to any queries or criticisms. AI tools, like Einstein GPT for Marketing, allows businesses to automatically generate new social media content for their customers based on their behaviour online.

AI also helps businesses to interact with their customers, and offer them 24/7 support. AI-powered chatbots mean that businesses can provide instant customer service, respond to user inquiries in real time – and answer their most commonly-asked questions. These chatbots can be used across multiple channels, including Facebook Messenger and WhatsApp offering customers a more seamless experience no matter how they choose to contact your business. Einstein GPT is able to auto-generate replies for customers, helping customer service team members to respond more efficiently.

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People these days are more likely to trust AI. A study by the financial app Plum revealed that 60% of 18-34 year olds surveyed in the UK trusted AI recommendations on what they should read or listen to – while 61% were happy for AI to make financial predictions for them. 

Although it’s still an emerging technology and new advances are being made all the time, AI is revolutionising every sector, making businesses more efficient and helping to target new audiences. With more advanced AI algorithms and models set to be launched in the near future, it will continue to shape the industry for years to come – and any business that doesn’t keep up could be left behind.

Looking for help embracing the changes that new AI is bringing to the media industry? Get in touch.

Here at Trigg Digital, we support businesses on their journey to go further, faster. It can be difficult keeping up with new technology, but we’re here to help you find the right solutions to make your business more efficient and your customers happier, regardless of whether or not you’re already a Salesforce customer.

Get in touch to learn more…

+44 203 239 8492

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