The DPP, the international network for media and technology, has today released its new AI report AI in Media: What does good look like?
In the last five years, technology has advanced, AI use cases have evolved, and generative AI has emerged. This report aims to take a step back and analyse the present state of AI in media through a measured and practical way.
The content for AI in Media: What does good look like? has been gathered through workshops and interviews with over 50 subject matter experts working in both content and technology companies from across the media industry. Valuable input has also been provided by Expert Sponsors, Ateliere Creative Technologies, Avid, and FPT Software as well as Contributing Sponsor, Papercup.
In order to help answer the question, ‘How mature is media AI?’, the report debuts the DPP Media AI Radar:
The radar demonstrates the areas of most potential and the most mature implementation. Most interestingly, it highlights the supply chain stages where the gap between current maturity and future potential are greatest.
“There has been a notable shift in media AI. Of course, significant progress has been made; but the emergence of generative AI has also raised expectations across the board,” says DPP CTO Rowan de Pomerai, the report author. “Since we last assessed AI maturity in 2018, a number of maturity scores have actually gone down – not because implementation has become less mature, but because experts now see even greater potential for further developments.”
The report also examines the responsible use of AI, and the ways in which companies are managing the associated risks. It defines the concept of ‘shadow AI’, whereby individual staff implement AI tools in their work, whether their companies want them to or not.
“Access to AI has been democratised,” Rowan added. “It is common to hear that staff are using generative AI tools, such as Chat GPT, Midjourney, and others, at work or as part of their work. So companies must implement appropriate policies to protect their intellectual property and ensure responsible use of AI tooling.”
AI in Media: What does good look like? is exclusively available to download by DPP members here.
The next insight piece due to be published by the DPP will summarise the European Broadcaster Summit, an event which facilitates engagement on key topics between European broadcasters and senior executives from the supplier community. This report will be available to DPP members from April 2024.
