AI spending is projected to exceed $13 billion by the year 2028, with a significant portion allocated to analytics, development/delivery, and enhancing customer experiences such as personalization and discovery. During a Series Mania presentation, media analysts highlighted the distribution of this expenditure across various sectors.
The analysts clarified that the integration of AI into the media industry should not be viewed as a threat to human positions but rather as a tool to enhance efficiency and creativity. Omdia’s Maria Rua Aguete emphasized the importance of individuals who can effectively utilize AI in various capacities.
While addressing concerns about the impact of AI on content creation, the analysts expressed optimism and provided insights into the practical applications of machine learning tools like OpenAI’s text-to-video generator Sora. They suggested that such tools could be beneficial for short-form content creation, advertising, and certain production workflows, rather than replacing human creativity in filmmaking.
Jonathan Broughton from Plum Research discussed the potential of generative learning in streamlining tasks such as storyboarding and previz, and highlighted the role of AI in enhancing processes related to location scouting, lighting tests, and live sports production. He also pointed out the significance of AI in assisting post-production activities like image grading, color correction, and real-time dubbing.
Overall, the experts stressed the need for businesses to adapt to the evolving landscape of AI technology and integrate these tools effectively into their workflows to overcome challenges and capitalize on new opportunities in the media industry.
