With the advancement of AI, new ways of consuming and interacting with content will emerge, thus creating opportunities for innovation
In the dynamic contemporary media landscape, Artificial Intelligence (AI) emerges as a transformative force, redefining not only the way we consume information, but also how it is produced, distributed and understood.
In a market where speed and relevance are inevitable, the encounter between AI and traditional media is no longer a speculation for a distant future, but a reality that already shapes our daily interactions with information and the sector’s routine.
For Elaine Coimbra, CEO of Foster of the WPP Group, AI has transformed and will further transform the media industry in several ways, such as: automating repetitive tasks and allowing the agile production of personalized content, such as texts, images, audios and videos. The professional explains that AI’s ability to deal with large volumes of data, in real time, provides valuable insights for strategic decisions. Personalization of the user experience where AI recommends relevant content and precisely targets ads, increasing audience engagement and loyalty.
J Andr Miceli, MBA professor at FGV, believes that AI is playing a role in revolutionizing, reconstructing and redesigning the media industry, just as it is playing this same role in other industries. I believe the impact [da IA] It won’t be any more or less different than in practically all sectors where there are repetitive tasks, he explains.
A fear
Despite a panorama that appears to be beneficial for the market, a common feeling invaded many professionals: fear. Talking about artificial intelligence will also reflect on its advances and whether at some point in this journey it will replace human work.
This fear does not arise from mere speculation, according to the People Management Trends report, carried out by the Great People & GPTW Ecosystem, in 2023, when 16.7% of companies in Brazil carried out large rounds of layoffs, compared to 12.4% in 2022. .
The technology sector, one of the main highlights of the research, was impacted by cuts due to the advancement of AI. Last year, companies like Microsoft, Amazon, and Meta carried out numerous mass layoffs while continuing to invest heavily in generative artificial intelligence. According to the report, 44.7% of Brazilian companies have already implemented some type of AI, while 24.1% are exploring possible uses of the technology. Meanwhile, 28.1% of workers recognize the potential of AI to partially or completely replace their roles.
When approached about the fear of professionals, in an interview with propmark, Leonardo Cruz, executive editor of the State’s digital area, highlighted: There is no way to fight with technology. If we fought with technology, we would be in the cave age. From the moment society advances and discovers new technologies, what you need quickly, if you are not the discoverer of this technology, is to look at this technology and understand how it works and how it can be more beneficial for you. or not, he explains.
Investment in AI
Fortunately, many people look at AI the same way. According to a survey by Workmonitor, by Randstad, 45% of Brazilians point to AI as the main focus of interest for skills development, surpassing the global average of 29%. The survey, which offers a broad view of expectations and motivations in the professional scenario for 2024, reveals that 60% of Brazilian companies are already investing in training their employees in critical areas such as AI.
Another study, carried out by the Access Partnership in collaboration with Amazon Web Services (AWS), points out that AI can give a big boost to the country’s economy and also support a considerable part of professional tasks. The research indicates that all organizations in Brazil will be qualified to receive AI. And 97% of all employers plan to use AI-based solutions by the year 2028. Additionally, 68% of employees expect task automation to be the main benefit of AI.
Read the full article in the propmark from April 1, 2024
