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Published on 2024-09-14
71% of companies in the media sector have already implemented AI for content management, highlighting the importance of these solutions in improving efficiency.
This was revealed by the sector analysis presented in the 'Ascendant' report by Minsait (Indra), which, under the title 'AI: An X-Ray of a Revolution Underway', examines its level of adoption in private companies and public institutions. According to Minsait, a subsidiary of Indra, AI is used for content production, text translation, and document management, as it allows for process optimization and transforms traditional operations in the media.
In fact, 85% of companies using AI employ it for product evolution and the development of new functionalities. The use of artificial intelligence in media has focused on recommendation and hyper-personalization because it provides greater accuracy, enhances user experience, and encourages the consumption of new content.
Thus, the sector has turned to AI to undertake two main tasks: content management for personalized deliveries or headline optimization (seven out of ten) and advertising management through campaign personalization and performance analysis (57%).
Regarding 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 knowledge and management, establish pricing strategies, and identify market opportunities and threats.
Furthermore, increasing operational efficiency is one of the main motivations for integrating AI in 54% of media companies, while 46% of the sector believes it enhances service offerings and customer knowledge, thereby optimizing 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 capable of capturing real-time information.
Additionally, according to the Ascendant report, the sector's trend towards greater sustainability and corporate social responsibility gives a leading role to AI, tasked with minimizing the environmental impact of media through solutions that reduce carbon footprint and energy consumption.
The document also anticipates that, in the coming years, media companies will place greater emphasis on data ethics and security to ensure privacy and avoid biases.
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