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IntoTheMinds consulting blog
Advice in Data & IT

BMMA : Keynote on the use of artificial intelligence in the media industry

At the invitation of the Belgian Management and Marketing Association (BMMA), I was delighted to be able to give a keynote on 15/11/2018 about the applications of artificial intelligence in the media sector.

This presentation, which was illustrated with several real use cases from several European countries, was based on the market research that we have been carrying out since 2016 and on the proprietary information that we have been collecting for many years. If you would like a full report on technological advances in this area, please do not hesitate to contact us.

The presentation (in Prezi format, available below), was structured around 3 main themes:

The use of artificial intelligence in the creation process

In this section I discussed the automation of video sequences, the targeting of niche audiences and the re-linearization of audio content within the BNR Smart Radio application, the automatic writing of articles by the Voitto robot created by public broadcaster YLE (Finland), and the creation of programmes based on archive content (“Joy of AI” broadcast on BBC4 on 4 and 5 September 2018).

A better understanding of media through artificial intelligence (with focus on automatic metadata generation)

In this section, I have shown how new technologies make it possible to extract new metadata and how it can help attract new users, particularly by improving SEO.

Algorithmic recommendations

Starting from the example of Netflix (which promises personalisation at all levels, even images illustrating videos) I have shown the limits of technology on human behaviour and wondered about the reality of filter bubbles and the urgent need to study them from another angle.


My conclusion, having looked again at these 3 lines of work, was that tools, platforms and technologies exist to increase the media and simplify its consumption.

The increase in the volumes produced, the multiplication of distribution channels and the speed with which content becomes obsolete, are all significant trends that argue for massive investment in artificial intelligence as a means of increasing media. It seems evident to me that companies that will not invest in the tools necessary to better know their audiences and recommend their contents are heading for disaster.

Image : shutterstock

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Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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