Whether you're talking about the wonderful world of programmatic media with its complex supply chain, good old fashioned direct IO deals, or anything in between: in media, it often appears that Publishers are served last.
Some recent examples that add to a burgeoning list:
When it comes to the application of AI, there's hope that this pattern may be changing.
Practical, value-adding applications of AI in business are currently often more hypothesis than reality.This famous quote hits the nail on the head: "Artificial Intelligence is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.
But for publishers it might be different. Using AI to simplify the process of writing and editing is a clear and immediate use case. ChatGPT-like tools could significantly accelerate these processes. And the implementation doesn’t require complex machinery or niche tools; just some “simple” staff training and guidelines.
Reading the AdWeek article (see Related Wire below), it seems that some publishers are extending AI usage to tasks like crafting pitches and improving customer query responses.
I believe this might mark the start of an AI snowball effect in these companies: adopting AI for one task, embedding it in day-to-day work, leads to more usage, discovering further applications, and so on; its building momentum.
Watching this trend's evolution will be intriguing. Embracing AI for publishers signals more than a technology advancement: it's a cultural shift. An acknowledgment of innovation and adaptability. Whether it’s enhancing writing or answering customer queries, AI could prove to be the ally publishers have been waiting for.
Publishers are harnessing generative AI to optimise back-end operations. Politico, Raptive, Newsweek, and Bustle Digital Group are using AI to streamline procedural activities and profitability.
AI not only refines procedural activities but aids in strategic decisions, influencing sales pitches and customer interactions. It's a transformative tool for the publishing sector.
To mitigate workforce anxiety, publishers are initiating internal training, ensuring that AI is viewed as an enabler rather than a threat.