What the media industry really thinks about the impact of AI

The vast majority (80%) of media practitioners view the advent of artificial intelligence (AI) as on a par with the industrial revolution in terms of the potential impact it will have on their industry. Feelings are generally positive about the potential impact of the rise of AI with practitioners citing improved productivity and better targeting as notable advantages, but concerns over "less human control" are notable. These were the findings of a survey of more than 1,000 media practitioners from GroupM adtech platform Xaxis and IAB Europe which quizzed multiple tiers of the industry during the months of March and April this year. Almost a third (30%) of advertisers and publishers are not confident at all in understanding AI and how it could apply in their work, according to the survey, which also found that all respondents felt AI has a positive impact on their job with 62% believing it improves strategic decision making. More than three-quarters of respondents believe AI innovation is the next industrial revolution.