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Generative AI Sparks Content Revolution in Media Industry

by Pieter Werner

Generative artificial intelligence (genAI) is revolutionizing the media industry, reshaping the way we consume and engage with media content. From enhancing content creation to optimizing distribution strategies, personalizing user experiences, and bolstering revenue-generating efforts, genAI is making a significant impact. According to the renowned data and analytics company GlobalData, media companies are leading this revolution in an AI-first world.

GenAI has become a driving force that liberates media companies from traditional ‘one-size-fits-all’ engagement approaches. Instead, it enables them to deliver exceptional customer experiences, foster higher engagement, elevate customer satisfaction, and nurture long-term customer loyalty in the dynamic realm of journalism.

GlobalData’s latest Innovation Radar report, “Content redefined: generative AI meets media,” assesses the transformative potential of genAI, backed by real-world innovations across key media application categories.

With the ability to generate images, text, audio, video, 3D designs, and even comprehensive sports commentary, programmatic advertising, and campaign creation, genAI equips media companies to stay ahead of the curve and meet modern consumers’ expectations, ultimately driving growth and unlocking new revenue streams.

Applications of genAI span different media types, such as images, text, audio, and video:


GenAI-powered image applications are transforming media, entertainment, and advertising by revolutionizing image generation, editing, translation, enhancement, and segmentation. For instance, in June 2023, Omnicom MediaGroup collaborated with Google to integrate Google’s genAI tools for use in various scenarios spanning creativity, information condensation, visibility enhancement, and process streamlining.


GenAI-powered text applications automate content generation, personalize content marketing, strengthen content moderation, and enhance translation and summarizing capabilities. In April 2023, Hearst Newspapers embraced ChatGPT to enhance its journalism and reporting practices.


GenAI-enhanced audio applications improve audio quality, enable accurate speech transcription, create new content, generate realistic speech, and replicate voices with fidelity. In June 2023, YouTube claimed to test an AI-powered dubbing tool, in collaboration with Aloud, an AI-powered dubbing service from Google’s Area 120 incubator, for multilingual videos. Last year, iHeartmedia implemented a synthetic voice tool to translate and produce podcasts.


GenAI-powered video applications enhance visual quality, enable video synthesis, generate realistic clones, automate video processing tasks, and create personalized video content. In May 2023, Georgia-based TV broadcaster Gray Television partnered with Waymark, a genAI video production platform, to implement Waymark’s technology across all of Gray’s TV stations. Last year, The Walt Disney Company developed a GAN-powered facial re-aging tool.

Media companies must remain aware of ethical considerations, accuracy, data privacy, and security in their transformative journey with genAI. Striking the right balance between innovation and responsible implementation will be crucial, as will advocating for capabilities and legislation that can reinforce greater trust, stronger intellectual property rights (IPR) management, and robust legal protections.

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