Broadcast and media CTOs view artificial intelligence (AI) as the next big thing in the media industry, according to a panel hosted at IBC on September 15.
Balan Nair, CTO of Liberty Global, said that AI is proving to have numerous applicatons in the broadcast industry, especially in areas such as customer relationship management. “Where AI is coming in for us is with customer interactions,” he said. “There are plenty of customer management processes where no humans [aside from the customer] are involved and the consumer is none the wiser – unless the interaction is really complex.”
He added that in five years' time, he expects AI to be involved in about 50% of Liberty Global's operations, up from around 15% today.
Latha Maripuri, deputy CTO at News Corp, said that her company was actively looking at how AI might be incorporated into its operations. “Digital advertising is proving to be a very concrete use case for AI, and we looking at integrating more supervised machine learning,” she said.