Sylvia Chan-Olmsted Paper on AI in Media Receives Top Honors at Media Management Conference
Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Telecommunication professor and Media Consumer Research director, is the author of “Media Adoption of Cognitive Technologies: The Strategic Applications and Implications of Artificial Intelligence in the Media Industry,” selected as one of the Top Three/Best Papers for the 2019 Annual Conference of the European Media Management Association.
In addition to presenting the AI research, Chan-Olmsted will also present a session, “Building Your Personal Research Network,” at the conference in Cyprus on June 5-7.
Chan-Olmsted’s paper focuses on artificial intelligence (AI) and the role it plays for companies in the media sector who have an array of digital content products and advertising opportunities. She found that given its unique market characteristics, it is unclear whether AI would offer the same disruptive power and utilities in the media sector as in other tangible goods industries. She used a case study approach to examine the utilities of AI in the media industry, AI’s strategic value in the context of value chain, and the challenges in incorporating the cognitive technologies in this industry.
Her results showed that AI applications in media have occurred in the eight main areas: audience content recommendations/discovery, audience engagement, augmented audience experience, message optimization, content management, content creation, audience insights, and operational automation. There are significant challenges in balancing its effectiveness and efficiency, and human and AI judgement.