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Media and artificial intelligence: what are the challenges?

"Intelligence is beginning to generate new intelligences and that scares many people", defines the researcher. For him, the rise of artificial intelligence at this moment happens not because of an evolution in the concept itself.

But because, now, it finds a stage of maturity in machine learning and sophisticated natural language processing – an area that studies problems of automatic generation and understanding of human languages.

At this stage, AI also starts to meet knowledge that goes beyond mathematical logic and invades other contexts, such as the visual, with the creation of images.

A recent example is the photo of Pope Francis, the highest authority of the Catholic Church, wearing a puffer jacket. The image, which went viral and was shared by many portals, was created by the artificial intelligence tool Midjourney.

However, despite having gained the ability to create, Michel Alcoforado, researcher, consultant and founder of Consumoteca, argues that the repercussion that the image gained would never be possible without a human trigger. “Information is an abstraction that only exists in the human mind”, he explains. “What we have as humans and what will be required of us is the ability to think about thinking, to articulate concepts”, says Alcoforado.

Media professionals

With this advance in the ability to create, artificial intelligence has been gaining ground and moving agencies. According to Carol Buzetto, co-founder and CEO of WPP Media Service, AI impacts all areas of agencies. However, the biggest impact is in the areas of data and technology.

“It helps you get rid of the day-to-day, which is the basics, and gives you time for critical thinking”, points out the executive.

Martin Zanlungo, Regional Head of Media, Accuracy and Content LATAM at Johnson&Johnson adds: “We can agree that our world and work are increasingly complex. Media professionals have to view automation as partners.”

On the other hand, there are challenges. “My fear is that we have a gap in strategy with the change from one generation to another”, he says. “You have the trivialization of data for those who think this is something simple and the other side of thinking it is something unattainable.”

Source: Medium and Message


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