The media sector on its AI journey

This report explores the complexities and potential of AI integration in the media sector, drawing on insights from leading experts and practitioners.

It dives into four aspects that inform organisational engagement with AI:

• The media sector in the AI development value chain – we reflect on the critical role that media organisations can play as co-developers of AI solutions.
• Approaching AI integration: five organisational paradoxes – discussions with experts reveal paradoxes facing media organisations, such as balancing rapid technological experimentation with slower organisational adoption and the uneven distribution of AI knowledge across teams.
• Managing organisational paradoxes: practitioner insights to support AI integration – media experts share good practices and lessons learnt from AI integration that can lead to more effective evaluation strategies, long-term R&D partnerships and successful knowledge mobilisation across the organisation
• Towards an organisational AI strategy – we propose eight key elements that could serve as a foundation for a comprehensive AI strategy aligned with organisational values and principles.