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ways to introduce AI into everyday workflows.” He even claims this ‘can happen within a couple weeks.’ EMBRACING THE UNKNOWN Incorporating AI can be daunting, as it may require a complete operations overhaul. “We completely understand the hesitation. Things change fast – keeping track can be tiring,” Glänzel states. That is why he encourages businesses to make small, subtle adjustments now that will provide a foundation for future success. “As the market is changing in terms of quality, availability and cost, what seems today as ‘not good enough’ and ‘too expensive’ might be acceptable and within budget tomorrow,” he observes. “A flexible framework to react to these changes will be a key differentiator between a business that can adapt quickly and harness AI’s added benefits versus one that takes too long to do so.” In other words, being an early AI adopter is in everyone’s best interest. The industry is at a crossroads. With every AI-related opportunity comes an ethical or regulatory obstacle. But pushing back against AI will only slow businesses down. The future of content production is here; it’s time to embrace it. qvest.com


UP TO SPEED AI also has a place in organisations more generally – including those that don’t specialise in content creation – with the technology becoming more intertwined with day-to-day operations. “At Qvest, we assume that, within 12 months, no media company will produce content without using AI somewhere in its supply chain,” posits Glänzel. Similarly, AI can aid in content presentation, proving especially useful to VOD platforms, FAST channels and the like. “With AI technology at our fingertips, data and analytics allow our customers to be as close as possible to their consumers,” says Glänzel. “Both customised and super-personalised content could be a key differentiator going forward, building a strong relationship with the viewer.” AI’s evolution and acceptance introduces certain administrative challenges, keeping companies on their toes. “Customers who have strong integration frameworks are well-positioned to integrate GenAI into their workflows,” notes

Glänzel, speaking from experience. “If any changes in the market occur, they’ll have the agility to adopt new solutions without needing to do so from scratch.” Glänzel offers several suggestions on how to navigate today’s media landscape – AI and all. “From our experience, many companies are currently struggling to develop a clear AI strategy and governance structure. The most important step is getting to grips with the topic quickly – start now before you are left behind,” he shares. “It can help to determine your own AI maturity level and set up a roadmap with an internal task force. With our GenAI maturity model, we support customers in their next steps until AI technology is anchored in their corporate culture and operations.” Glänzel’s advice differs somewhat for companies who are still at the beginning of their AI journeys. He says: “Aside from having a business-wide AI strategy and the required governance in your enterprise, identifying use cases and prototyping these are the quickest


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