59 ROUND TABLE AI
FEED: What is the one thing people need to understand most about AI?
WE THINK THAT AI WILL CREATE A NEWVARIETY OF JOBS – FOR EVERY TECHNOLOGICAL ADVANCE THERE IS THE NEED FOR HUMAN EXPERIENCE AND CREATIVITY TO COMPLEMENT IT
BHAVESH VAGHELA: AI is only as good as the data and training that is available. For any successful AI application, there is a need to be joined up with human expertise to reinforce the learning elements. AI doesn’t replace the human touch, but rather when enhancing the CRM function of a media business, expedites the right contact at the right time. STUART COLEMAN: It is only as good as the people, processes and data behind it. As a leading UK authority on AI, Professor Nigel Shadbolt said in an interview this month in The Guardian : “Killer robots will only exist if we are stupid enough to let them.” ANDREAS JACOBI: I think at the moment there’s a rush to call lots of things AI. For a technology to truly be AI there has to be a learning element to the technology.
FEED: Where will AI take the media industry in the coming years? BHAVESH VAGHELA: I think we’ll see AI drive more tailored viewing packages that aggregate across providers. Users will not need to be concerned about where the content was sourced from and their paying experience would be just as simple. Consumers will see the right content on the right device at the desired time. STUART COLEMAN: Reform and rebuild trust? I have a largely positive perspective and am hopeful AI-related tools and techniques will help improve and moderate content online through a new generation of services.
I can imagine a world of extreme personalisation – walk through a shopping centre (virtual or real) where your experience will be entirely your own, personalised based on the wave of data created by your actions, choices and daily life. Perhaps a wild frontier could be one where humans and machines mix - no longer do you need an ad blocker on your browser bar you just adjust your brain filter to block out content from particular sources or categories ANDREAS JACOBI: I think AI will be a huge help for storytelling in future – it will open the door to more depth, in local stories and personalised content. It will make it possible for the industry to deliver personalised content that engages audiences much more deeply.
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