Imagine a world where the majority of internet content is synthetically generated. This is not science fiction but a rapidly approaching reality - projected to occur by 2026.
Far from being merely another technological trend, Generative AI (GenAI) represents a generational shift that demands bold, proactive and intentional leadership, especially from the Media and Information Services (M&IS) industry. Winners of this GenAI-powered race have the opportunity to rapidly develop cutting-edge products and services, that enhance human centricity, integrity, and quality standards, whilst increasing speed to market and operational performance.
In 2024, we saw many M&IS organisations investing in GenAI technology and we expect to see a sustained expansion of its use to drive innovation in end-to-end customer experience in 2025-26.
4 key ways product research and development teams can leverage GenAI for strategic growth in media and information services
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Identifying and evaluating new market opportunities using GenAI
Through data-driven product development, GenAI can analyse user behaviour, market trends, and competitor strategies. Media analytics firms are already using GenAI to identify emerging markets by analysing global consumption patterns. This enables the curation of detailed audience personas, based on behaviour and preferences, facilitating targeted product development and personalised user experiences.
When leveraging AI to gather insights from certain spikes of demand, consumer preferences or events, this can be achieved in minutes not weeks. These insights help refine the platform’s target market strategy and content offerings, identifying customer segments or market opportunities that may previously not have been understood or accessible. -
Enhancing customer experience and reducing costs through GenAI-powered products and services
Product research and development teams can leverage GenAI to drive innovation and reduce time to market for new experimental products that service both new and existing market opportunities. In Media & Information Services, this could range from rapid generation of news content for breaking stories, translation into local languages or creation of new channels in a personalised manner. This can range from personalisation at scale such as Spotify’s annual ‘wrapped’ summary, to the ability to turn documents you upload into an AI-generated podcast in order to consume the content in a more engaging way, resulting in better customer experience.
From an efficiency and cost-reduction perspective, tasks from research, writing, translation, and editorial can be automated or augmented using GenAI. This frees up journalists and content creators for higher-value tasks or reducing the turnaround time. For example, News UK's GenAI-powered content management system’s ‘co-pilot’ assists with headlines, summaries and ‘light’ subbing, while Reach uses the Guten GenAI rewriting tool to ‘reversion’ content for reuse across its brands (1).
This will pose new challenges for regulators, arising from enhanced content moderation and verification needs. The UK Regulator, Office of Communications (OFCOM) is considering the emergence of GenAI-generated content to present both significant opportunities and challenges. Robust detection mechanisms are necessary to ensure appropriate content and verification. Intelligent fact-checking and information verification at scale support the industry in upholding accuracy across the board.
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Analysing customer adoption and feedback to refine and scale pilots
In an interconnected world that is changing at pace, responding to customer behaviour quickly will separate the leaders from the rest of the field. By enabling AI-powered tools to monitor customer adoption and feedback, features of existing products and services can be prioritised, designed and launched by product research and development teams in a fraction of the time. Think about how algorithms respond to your search preferences online and show you more of what you want. Imagine a world where more products and services evolve at pace with the needs of customers at the centre. This would not only drive loyalty and new customer acquisition but also enable firms to test concepts and scale them rapidly - ultimately reducing risk and cost in the development cycle. -
Maintaining brand trust and integrity
If GenAI enables firms to move at super-human speed, how will they maintain trust, integrity and ultimately humanity? Only recently, Apple received a complaint from the BBC (British Broadcasting Corporation) following the misleading summarisation of their reporting of a high-profile incident via the ‘Apple Intelligence’ platform being shared with millions of users. Human oversight in GenAI-driven content creation is crucial to ensure adherence to journalistic standards and editorial guidelines.
Organisations will need to ensure radical transparency about the use of GenAI in content creation and delivery to build and maintain user trust. Guidance may dramatically vary depending on the sensitivity of content, for example, news organisations may be more inclined to rely on GenAI-driven curation of reporting on sports such as Major League Baseball or the Six Nations Rugby compared to national election or political coverage.
Clear labelling and disclosure are necessary to foster a responsible GenAI ecosystem. Educating audiences about AI's role in content creation can help them a) understand the care being taken to ensure accuracy, and b) critically evaluate GenAI-generated content, and understand its limitations.
Leading the AI transformation - A vision for the future
GenAI presents an unprecedented opportunity for the media and information services industry for greater efficiency, while truly delivering more human-centred products. It has the potential to reshape the industry landscape, empower employees, and create a more informed, engaged, and connected society.
In order to deliver on this future, it needs to develop and retain trust and humanity which requires responsible leadership that drives forward transformation, fosters innovation, and ensures ethical application.
To learn more about how Generative AI can transform your business, get in touch with our team of experts today. Let us help you harness the power of GenAI for successful product research and development.
