Rickard Lönneborg's Thought Piece: Rise of the Machines

Rickard Lönneborg
Mar 23, 2021

Media technology is evolving, and new developments are happening all the time. There is massive potential for AI to be used throughout the media chain, from auto tagging metadata, to improving content recommendations on an OTT service. Despite the wealth of AI tools available few of them are specific to media workflows, but with the right processes in place the entire supply chain could become a lot more automated. This would result in fewer labour-intensive manual processes, allowing teams to maximise their resources.

AI is already being used to manage media more effectively, from auto tagging meta-data to making QC processes easier, but as AI tools improve that could get even more sophisticated. Wherever possible it’s important to minimise the human intervention needed for repetitive tasks. Ultimately this will increase content output and allow media professionals to focus on their creativity.

There are some key considerations when implementing AI-powered media tools:

No two media content providers have exactly the same workflow, but the industry is moving towards more standardisation. Therefore, it’s important to recognise commonalities in both the processes and the technology being used. Building AI tools specifically for media means the amount of custom AI training needed can be reduced, and common challenges can be solved.

AI tools need lots of data to maximise recognition and improve tagging accuracy. By feeding the AI video content that has already been manually tagged, it is possible to teach the system to identify and tag similar content. This process should be completed for all the processes the AI needs to perform. The results should then be manually checked to ensure correct classification.

It is important to continually review AI processes once live. Assessing where errors might be occurring or where changes could be made to improve efficiency. Once those areas are identified, the AI can be trained to solve specific challenges. In order to make the process as seamless as possible, media professionals will need an effective UI connected to the AI system.

AI technology is developing quickly, and the media industry is recognising the advantages of implementing AI powered workflows. While some media workflows and requirements are unique to a specific media company, there are many similarities within stages of the supply chain. As more tools are developed and custom training deployed to solve problems, collaboration between providers could lead to quicker solutions being implemented – benefiting everyone in the long-run.

This blog is based on an article recently featured in Broadcast Magazine, read Rise of the Machines: AI in Media here.