Renew or die. The media sector is at a crucial moment in its history. The changes in the consumption habits of the readers, the new search engines and the need to diversify the business models are redefining the rules of the game, and in the midst of this maelstrom is artificial intelligence (AI), a tool that seems hopeful For newspapers, but is not exempt from risks. This is indicated by the report ‘Media: the trends that guide a future of transformation’, prepared by KPMG in collaboration with Digital Journey, which takes stock of the opportunities and challenges of AI, as well as the trend that will be followed by the Media from 2025 around the AI and the own contents.
The context for the media cannot be more complicated. Today, users access information mainly through social networks and news aggregators, which has reduced direct visits to media websites. Google Discover, for example, has become a key traffic tool, but that generates associated dependence and risks, since possible alterations in algorithms or changes in the strategies of large technological platforms can drastically affect the income of the media , says KPGM.
Due to this, the report suggests that the digital media strategy is turning through the exclusive content to feed digital subscriptions, the current source of revenue from the press that has experienced significant growth in recent years, tripling at the level world.
Taking into account this complex context, in which the media have to adopt measures in the short term to achieve their sustainability while adapting to an uncertain future, the report indicates that the majority of managers in the sector place among the main challenges increase the income generated by the subscription models (65%) and address the implementation of the AI (78%).
Personalized user experience
In fact, numerous media are already carrying out projects through the generative AI (58% of respondents) who focus on the personalization of experience with users, with very good reception by the audience. For example, the Danish tabloid ‘Ekstra Bladet and the German’ IPPEN ‘offer readers to choose between complete items, summaries or audio versions of the same information, according to their individual preferences; The ‘BBC’ has developed educational chatbots to train users, and ‘Time’ has also innovated with a chatbot in its section ‘Person of the Year’, offering interactive consultations, summaries, translations and audio versions about historical and current characters .
Other media, such as ‘Clarín’ or ‘The New York Times’ offer recommendations of their contents based on the analysis of the topics read more frequently and based on the time that their readers dedicate to each of them. Beyond improving the experience of users, media such as ‘The Washington Post’ and ‘Associated Press’ use AI agents to automatically write and publish sports, electoral and events in real time, expediting the coverage of events without human intervention in routine tasks.
Risks
However, everything that shines is not gold, and the report indicates that, despite the possibilities of customization that generative AI can offer, there are voices that warn of the risks linked to the coexistence of multiple narratives adapted to each user on a same fact, in addition to erroneous or directly false answers. Because AI lies, and a lot. For example, despite the fact that the contents with AI show good results in validity and relevance (80-90%), have a low precision (34%), which underlines the need for human review. “The incorporation of AI in writings has a significant potential, but does not seek Collaborative creation where human and machine are complemented to raise journalism ».
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