Raymundo Barros, the broadcaster's strategy director, highlights the benefits brought by artificial intelligence to the media group's processes
The digital era has brought an unprecedented revolution in the media sector, driven by the increasing integration of artificial intelligence (AI) into various operations and content production processes. Globo, recognized for its history of investment in innovation and technology in the media sector, stands out in this scenario, widely exploring the capabilities of AI to transform the way entertainment, journalism and advertising are made and consumed.
In an interview with propmark, Raymundo Barros, director of strategy and technology at Globo, says that the company is at the forefront of this technological revolution, adopting generative AI on several fronts to drive innovation and efficiency in its operations. According to Barros, AI is being comprehensively integrated into all stages of the content production process, from editing and sound to automatic colorization and visual effects, in a variety of formats that range from entertainment programs to television news and platforms. digital.
In content production, we are expanding AI use cases in the editing, sound, automatic colorization and visual effects stages. On digital platforms, we expanded the reach of content recommendation and discovery tools on Globoplay; On g1, in addition to other websites in the g family, AI is used to optimize the creation of articles and titles, with the security of curation by our journalists and our own database, he explains.
Globo's advertising deliveries are also being optimized with AI. We have an example in this area that is ORA (Real Opportunity of Grouping), a tool developed by Globo that uses AI to map opportunities for contextualizing advertising in the programming of TV Globo, our subscription channels and our digital platforms, bringing to the public advertising related to the topic being consumed. With high data processing power, the platform analyzes Globo's content in minutes together with advertisers' advertising films, anticipating the main themes that will be covered in the programs on its linear channels and identifying real opportunities for contextualization, adds Barros.
The benefits of this AI integration at Globo are vast and multifaceted. Firstly, the technology enables a more personalized content consumption experience for users, directing them to the most relevant material based on their profiles and preferences. Furthermore, AI strengthens the creative capacity of Globo teams, increasing productivity and facilitating the creation of more impactful and relevant content.
Read the full article in the propmark from April 1, 2024
