June 18, 2024


We have helped our international media and leisure prospects with AI for personalization, search and suggestions, predictive analytics, and way more — and with generative AI now on the rise, we’ve some concepts to assist media leaders, technologists, and creators take into consideration and put together to make the most of highly effective AI of their work. 

Three lenses on innovation in media

The media and leisure trade is more and more numerous and complicated, with firms spanning over-the-top (OTT) subscription streaming providers, 24-hour linear channels, stay broadcasts of sporting occasions, digital journalism, conventional publishing, short-form user-generated social video, and extra. Increasingly, the boundaries between these segments of the media trade are blurring — however frequent to all of them is the give attention to offering compelling content material in an enticing viewers expertise that may be straight or not directly monetized.

With this in thoughts, we recommend media and leisure firms have a look at the appliance of progressive applied sciences like generative AI by way of the next three lenses:

  1. Enhancing content material creation, manufacturing, and administration

  2. Enhancing and personalizing viewers experiences

  3. Enhancing monetization

Enhancing content material creation, manufacturing, and administration

Generative AI democratizes many points of content material creation, opening new methods to create written materials, illustrations, sound results, particular results, and extra. Its current maturation has been so fast, some within the media trade have expressed concern that generative AI implies the tip of inventive professions. We expect the alternative is extra probably: simply as images, audio recordings, and laptop generated photos have enabled new modes of creativity, relatively than making previous ones out of date, generative AI has the potential to each allow new types of expression and improve acquainted ones. 

For instance, journalists may use generative AI to hurry up analysis by serving to them synthesize and analyze massive volumes of data, or to assist them create preliminary drafts or summaries of editorial content material. Movie and tv producers may leverage the expertise to speed up the post-production enhancing course of, with new AI-enabled interfaces for quickly adjusting or enhancing scene particulars similar to lighting and shade. Broadcasters may use generative AI to make huge libraries of video footage searchable and accessible to be used in telling extra compelling tales. The potential use circumstances go on and on.

Removed from undermining unbelievable inventive professions, generative AI is poised to free writers, artists, editors, and lots of others from the tedious and mundane points of their work, empowering them to focus extra of their time on creativity.

Enhancing and personalizing viewers experiences

Each media group on the earth immediately faces the truth that for many shoppers, switching prices are extraordinarily low. This places unbelievable strain on these firms to spend money on delivering low-friction and compelling viewers experiences that assist mitigate subscribers from churning and viewers from abandoning content material experiences for aggressive platforms. 

Generative AI may also help media firms have interaction and retain viewers, similar to by enabling extra highly effective search and suggestions on their digital content material platforms. With its more and more multimodal capabilities extending from pure language to each audio and video content material, generative AI is well-positioned to energy extra personalised viewers experiences. 

Shoppers usually complain about “the paradox of selection” or their incapacity to search out one thing attention-grabbing to observe on streaming platforms which have extremely huge libraries of content material obtainable on demand. Think about a not-too-distant future whereby a shopper can merely ask the content material platform they’re utilizing to assist them discover a particular present to observe based mostly on temper, particular forms of scenes, combos of actors, award nominations, or virtually something they’ll suppose to ask. And that’s simply the tip of the iceberg — think about generative AI’s potential to curate, assemble, and even create personalised content material for a viewer to eat!

Enhancing monetization

As shoppers’ content material consumption additional expands from conventional theatrical and linear tv programming to incorporate digital choices throughout an array of platforms, units, and content material sorts, media firms face the problem of sustaining and bettering monetization. The standard economics and approaches to promoting and subscription fashions are proving, in lots of circumstances, to not ship ample ROI. 

Generative AI has the potential to assist media firms enhance their monetization of viewers experiences. As talked about beforehand, enhanced personalization can play a task in mitigating churn, which in flip may also help maintain and develop subscription and promoting revenues. Going past this, generative AI might be leveraged to drive even better promoting revenues through extra focused, contextual, and personalised ads. Think about each show and video ads which might be generated on the fly to personalize product specifics, messaging, fashion, colours, and innumerable different traits to drive better engagement and better click-through charges (CTR), and thus greater promoting CPMs (price per thousand impressions).

Developing subsequent

Generative AI presents a major alternative for media firms to essentially rework content material creation, engagement, and monetization. Compelling providers are already in the marketplace — however there’s way more to return. 

Google Cloud continues to construct on its deep expertise and experience with AI, and we’re dedicated to working with the trade to develop compelling, accessible, trusted, and accountable AI options that can drive significant enterprise outcomes. We’re excited to create the longer term along with our international media prospects and companions throughout the ecosystem. To study extra about this disruptive subject, learn “Debunking 5 generative AI misconceptions” from Google Cloud vice chairman of AI & Enterprise Options Phil Moyer, or discover our Trusted Tester Program for generative AI.


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