At NTT DATA, we’re seeing huge potential in AI to help media companies optimise content monetisation, drive profitability, and foster customer loyalty. As media companies navigate a highly competitive and fragmented market, AI is emerging as a valuable tool for driving revenue and enhancing customer experiences. Following successful pilot projects in 2023, many organisations have now transitioned their AI initiatives into full-scale production, working to harness the technology for sustainable growth.
Here are some of the top ways AI can add value.
AI-driven content monetisation: Unlocking value in new and existing content
We believe that AI has the power to reshape how media companies monetise content—both by creating fresh revenue streams and by enhancing established ones. Here are three key areas where AI is driving results.
1. Content repurposing and enhancement
Generative AI is transforming how media companies unlock value from existing content. Imagine taking a sports event and creating shareable highlights or using AI to enhance older footage, giving it a new lease on life to reach fresh audiences. For example, AI can distil the key moments from a football match into short, engaging clips for platforms like TikTok and Instagram, which not only boosts audience engagement but also drives ad revenue. AI’s capabilities in seamless translation and dubbing are also unlocking access to international markets, helping media companies reach new audiences at a lower cost.
2. Precision advertising
AI is revolutionising precision advertising, enabling media companies to deliver targeted campaigns that drive revenue and captivate viewers more effectively. In the UK, these innovations are already making an impact:
- Programmatic Advertising: AI automates ad buying and targets audience segments in real time, ensuring precision and cost efficiency. Several broadcasters now use AI-driven platforms to optimise ad placements and maximise ROI.
- Dynamic Ad Insertion: AI tailors ads to individual viewer profiles by swapping content in real time, making campaigns feel more relevant. Leading providers are enhancing viewer engagement through personalised ad delivery across live and on-demand TV.
- Predictive Segmentation: AI analyses viewer data to forecast behaviours, enabling more effective campaign planning. Media companies are using these tools to anticipate audience trends and deliver results-driven campaigns.
These advancements highlight how AI is reshaping advertising, offering tailored experiences and driving better outcomes for media companies and advertisers alike.
3. Meeting new consumption needs
People aged 16-34 are already consuming over 80% of their content through digital channels, such as streaming platforms and social media, and they are at the forefront of driving demand for personalised, on-demand content. AI enables media companies to deliver hyper-personalised experiences, adapting content to individual behaviours and preferences, which resonates strongly with younger audiences. AI also speeds up content distribution across multiple platforms—whether it’s streaming services, social media, or gaming environments—ensuring companies reach audiences on the channels they’re most active.
Navigating AI's challenging in media
While the potential of AI in media is vast, scaling AI solutions poses some real challenges. Here are the main obstacles we see clients tackling:
- Cost and Complexity: Getting AI off the ground can involve significant investment, especially for smaller companies, with high upfront costs for infrastructure and integration.
- Intellectual Property Concerns: AI’s use of large datasets raises IP issues, as copyright and content ownership risks loom.
- Privacy vs. Personalisation: Today’s audiences expect personalised experiences, but balancing this with data privacy is essential, especially as regulations become stricter.
- Workforce Impact: AI’s growing role raises concerns around job displacement, especially in creative roles. Striking a balance where AI complements rather than replaces human talent is key.
Navigating these hurdles requires a clear, strategic approach. By managing costs, safeguarding IP, and addressing privacy and ethical considerations, media companies can foster trust with audiences and employees alike. This is essential groundwork to ensure AI solutions grow in ways that serve both the business and its people.
Partnering with NTT DATA for scalable media solutions
For media companies, scaling AI effectively is not just beneficial—it’s essential. NTT DATA’s Media Centre of Excellence partners closely with clients, co-investing and co-developing tailored solutions that address current and future market needs.
Our end-to-end services cover everything from strategic advisory to managed services, underpinned by a suite of assets and accelerators that help media organisations transition AI projects from small pilots to fully scaled, impactful solutions. Our approach maintains cost-effectiveness while maximising operational efficiency, so companies can make the most of their AI investments.
A commitment to innovation
At NTT DATA, innovation is part of our DNA. With an annual investment of $3.6 billion in R&D, we’re committed to creating AI-powered solutions that address the unique challenges faced also by media companies. Through close collaboration with our clients and partners, we work to deliver solutions that not only keep pace with the industry’s fast evolution but also build lasting value.
Curious about what AI can do for your revenue?
If you're interested in exploring how NTT DATA can help you scale AI, unlock new revenue streams and foster innovation, get in touch and arrange a complimentary 45-minute consultation.