The Media in Flux: AI Advancements Are Shaping Relationship Between Media and Retail

Imagine this: You're watching your favorite show and, alongside the unfolding drama, an AI assistant comes up to help you solve a complex problem, learn a new language, or purchase a product featured on screen — in real time. We're not in the matrix, but this is a glimpse into the evolving media reality powered by the latest groundbreaking AI developments.

Blurring the Lines Between Media and Technology

The integration of AI into media isn't entirely new, but newly launched models represent a significant leap forward. With enhanced reasoning abilities, AI can offer more sophisticated interactions within media platforms.

For instance, imagine an AI that not only recommends shows based on your viewing history – now a common staple in any platform – but also understands complex narratives to suggest content that challenges and engages you intellectually. It may even come to create that for you as you go, since different types of service, such as LinkedIn itself, is learning to use your data and content "to train gen-AI models that create content."

This level of AI can transform content creation and how it's delivered to you but, today, this is a very risky bet, because there’s still so much in discussion related to intellectual property and the authenticity of AI-generated content.

A few years ago, HBO tested an interactive series format created by Steven Soderbergh called Mosaic, in which viewers could choose to follow different narrative paths – but you only had certain pre-produced options to choose from.

It was interesting as a concept, but now AI can play a more versatile hand by bringing in collaboration with writers and producers to develop new plots or characters.

As new AIs become available, this experience becomes even more intuitive, with the AI analyzing scenes in real time and offering personalized fashion, music, travel, restaurants, and any other area of product recommendations based on your own history and preferences.

An example is Spotify's AI DJ, which uses artificial intelligence to curate playlists and provide commentary between songs. The AI adapts to your music tastes, offering a personalized listening experience that feels almost human. With enhanced reasoning, AI could take this further by introducing you to new genres or artists based on a deeper understanding of your preferences, or it could also help guide you with directions, if you’re driving or walking.

The Next Generation of TV broadcasting: ATSC 3.0 and TV 3.0

Besides the use of AI models to understand your preferences and provide you with content it hopes you'll engage with, another type of technology will soon become available to households. The advent of ATSC 3.0, also known as TV 3.0, is transforming traditional broadcasting by merging over-the-air signals with broadband internet.

This TV upgrade enables features like ultra-high-definition video, immersive audio, and, importantly, interactive applications which, with AI models, can give broadcasters the chance to deliver personalized content, targeted advertising, and real-time interactivity.

Imagine watching a live sports event where the AI provides in-depth analysis tailored to your knowledge level or the team you’re supporting - sounds exciting! But now think how scary it can be to think that this feature can also be used to adapt your news programming to your personal interests.

The risk is that, while this personalization enhances engagement, it also poses challenges regarding data privacy and the potential for creating echo chambers.

Reliance on AI for content creation and curation also raises ethical considerations. Who is responsible when an AI generates inappropriate content? How do we ensure that AI recommendations don't reinforce biases or limit exposure to diverse perspectives?

The convergence of advanced AI models with media and technology is reshaping how we consume (and produce) content.

These developments promise more personalized, interactive, and enriching experiences. However, they also require careful consideration of the ethical implications and potential viewer pushbacks.

For communicators and media professionals, embracing these technological advancements means not only leveraging their capabilities but also being highly sensitive to their impact on audiences. The future of media seems to indicate a clear opportunity for harnessing AI, but it’s important to understand that – while our tools are more and more technological – our audience remains human.

Leveraging AI for storytelling and engagement will only work if we deliberately hold on to the kind of creative expression and effective communication that mark a real human experience.

What are your thoughts on AI's growing role in media? How can we balance technological innovation with the need for authentic, human-centric experiences?