Media and Entertainment

Use of AI in the media and entertainment industry

The media and entertainment are early adopters of modern technology, embracing the digital revolution and leveraging the perpetually evolving technology to produce better content, enhance user experience and build a strong brand presence. One of the ways the media and entertainment industry has evolved to embrace the digital revolution is by integrating data-driven insights to understand the modern consumer-centric marketplaces and adapt their operational practices to improve user experience. As a result, artificial intelligence (AI) in media and entertainment has made tools like predictive analytics, recommendation engines, customer journey mapping and audience segmentation popular.

> This has helped media and entertainment companies to improve their services and build a more interactive and satisfactory customer experience. Additionally, AI in media and entertainment has opened up significant opportunities with viable long-term solutions. As a result, 98% of the companies are relying on data-driven insights to drive their consumer experience as the global AI in the media and entertainment market is set to reach USD 8.4 billion in 2023.

But what role does artificial intelligence plays in shaping the modern media and entertainment industry?

AI use cases in media and entertainment

Some of the most popular AI use cases in media and entertainment include:

• Content personalisation:

  One of the biggest tools to increase user engagement and improve user experience on OTT platforms is content personalisation or content suggestions that are tailor-made for your preferences. Finding the perfect movie or show is not easy with the number of choices available today. Content personalisation allows media and entertainment companies to ensure each customer gets content suggestions based on their preferences to retain them and improve customer experience.

• AR and VR:

  Gone are the days when customers simply consumed a piece of content and moved on. Modern consumers want interactive and immersive content, which AR and VR make possible. AI applications have expanded how AR and VR can improve consumer experience by allowing media and entertainment companies to make interactive shows or programme video game NPCs that respond to the players' actions instead of being limited by a set of pre-programmed actions.

• Targeted advertising:

  Streaming has become one of the most popular content consumption channels for modern customers. And when streaming in real-time, AI in the media and entertainment industry allows the companies to display individually targeted advertisements to each customer – based on their individual preferences – to improve customer experience (by eliminating irrelevant advertisements) and increase profit margins.

• Streaming Quality:

  Streaming speed and quality is the key to engaged and content customers. AI applications in the media and entertainment industry can adapt video quality – to avoid buffering – with customers' data speeds or give customers the option to opt-out if they do not want to compromise on video quality.

• Controlling the distribution of online content:

  AI tools play a great role in adhering to different regulatory guidelines about content distribution in different regions. Automated content moderation tools can filter undesirable or prohibited content for regions under different regulatory bodies. Additionally, these tools can also help detect bogus content or copyright violations, protecting consumers from fake news and content creators and media and entertainment companies from theft.

• Predictive analysis:

  AI-powered predictive analysis can help content creators determine which content will work by analysing viral social media content. This can guide the content, marketing and distribution strategies of the companies to adapt to the changing market needs and build an agile brand.

• Content categorisation and classification:

  With the amount of content available online, content categorisation and classification can become a mammoth task, and without classification, content personalisation is not possible. AI tools in the media and entertainment industry can help automate tagging and annotation of metadata of the content, which simplifies the categorisation and classification of the content for customers to consume.

Benefits of data-driven approach and AI in the media and entertainment industry

And with these AI applications, the media and entertainment industry can get benefits like:

The media and entertainment industry has been at the forefront of adopting AI solutions to not only make better content but to personalise the customer experience and, in turn, drive profitability. Leveraging the latest technologies and tools and data-driven actionable insights are at the core of AI shaping the modern media and entertainment industry.

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How can Infosys BPM help?

Infosys BPM Media and Entertainment BPO services can help you navigate your next media venture in the consumer-driven marketplace. The proliferation of new technologies and the convergence of telecom, television and the internet have created a storm of descriptions that may be unmanageable for the media and entertainment industry. But the same technologies and data-driven AI use cases in media and entertainment also offer the solutions to navigate this storm and leverage the consumer-driven content marketplace. With our service offerings across studios and networks, publishing, new media and social media, you can modernise your content distribution, transmission and consumer networks to reap the full benefits of AI in media and entertainment.