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AI and data in marketing: the view from the media industry
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Marketing
21 November 2024
AI and data in marketing: the view from the media industry
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AI and data in marketing: the view from the media industry

How does a media giant in the Middle East region use artificial intelligence (AI) and data in its marketing? In the latest in my series of articles on the use of AI in the Middle East, I explored just that topic with Devrim Melek. Devrim is Senior Vice President, Strategy, at OSN, the leading network for premium entertainment in the MENA region based in Dubai.


Personalisation and engagement
There are, perhaps, some obvious starting points for a discussion on the use of AI by media companies—even for someone like me from outside the industry. One of the best-known uses of AI is in recommendation engines, such as those currently being used in OSN’s video streaming service, OSN+to suggest new viewing to its customers. These engines have been around for a long time, but AI has definitely refined them considerably. They can now provide highly personalized content recommendations by analyzing viewing history, search queries and other user data. Devrim was happy to confirm that OSN is using AI in this way and adds an extension.

“This personalisation now extends to the artwork shown for titles. AI can be used to select an array of images to appeal to different viewer preferences. For music too, media companies are using AI support to curate personalised playlists based on a user’s listening habits, favourite genres, and interactions with the platform.”

Devrim reports that AI is now being extensively used for content optimisation by many media companies, and not just OSN.

“Content is at the heart of everything that media companies do, so we really need to optimise it. AI helps media companies do this to improve better engagement.”

She gave several examples of how AI algorithms are being used, including to analyse video performance and viewer behaviour, then use this as an input to curation. It is even possible to get AI support on content curation on trays.

“Another use is scheduling or planning of linear channels. media companies use algorithms to auto-create schedules that will maximise engagement, drawing on viewership analysis, and metadata of content.”


Predicting and tracking
AI models can predict how well a piece of content such as an article or video will perform. It does so by looking at factors like topic, timing, user engagement, and virality. Using these models therefore allows media companies to optimise their content strategies and distribution channels to maximise engagement and revenue.

AI can also be used more broadly to track and analyse the customer journey across different channels and touchpoints. This provides insights into behaviours and preferences and can be used to tailor areas for improvement. This can be particularly valuable in media where multiple platforms and content types intersect. Devrim is keen to stress, however, that the way in which AI is used for marketing in media is really very similar to other industries.

“For marketing activities, it is the same as any other industry. The main uses are ad optimization, targeting, and social media insights. The advantage, or possibly challenge, for media companies is the sheer richness of content and visuals that AI can be used to improve.”


Improving interactions
Another area where AI is currently being used more often is in customer interactions.

“AI-powered chatbots and virtual assistants are becoming increasingly common. We recently made some investments in this area, and modernised our contact centre by adding AI elements. We are now implementing AI chatbots to handle customer queries, provide content recommendations, and offer 24/7 support. We are also using AI to create interactive voice responses, because it saves time on recording, and makes our responses more agile and flexible.”
Devrim comments that AI is also being used in other ways to save human time, and ensure that people are able to focus on the areas that most need their attention.

“Some media companies are now experimenting with AI-generated content. I know of several news agencies that are using AI to generate simple news articles and reports, particularly for financial news and sports coverage. This allows human journalists to focus on more complex stories and investigations.


The picture in the Middle East
Across all of the interviews that I have done for this series of articles, I have been told over and over again that the adoption of AI and data-driven marketing is rapidly accelerating in the Middle East region. There is also little doubt that this is not driven by the corporate world alone, but also by governments in the region. Devrim agrees with this assessment.

“If we look at the data, the Middle East is making significant investments in AI technology. A PWC report suggested that AI could contribute $320 billion to the Middle East economy by 2030, representing about 2% of the total global benefits from AI. Saudi Arabia expects AI to contribute 12% of its GDP by 2030. This is not only a matter of governments setting out a vision. They are really acting on this, and have launched plenty of digital transformation initiatives putting AI and data at the centre.”

Devrim points out that the governments of Bahrain, Oman, and Kuwait have all incorporated AI into their national vision plan. There are also plenty of regulatory activities in progress to adapt to changes and challenges, with AI very much being part of the conversation. She notes, however, that the picture is not quite the same across all industries, and suggests that finance and public services are probably ahead of many other sectors.

Devrim adds a final and very positive comment about the wider picture in the region.

“I think we need to recognize the effort and adoption of media agencies, and the wider creative ecosystem in the region. There are some amazing samples of AI use in marketing in this area that go far beyond what is being seen elsewhere in the world. With our partnership with MMA, we have a chance to compare the global and regional pictures, and I can honestly say that I am very impressed with the way our region is using AI in marketing.”


Nurcan Bicakci Arcan
MMA MENA Board Member & Chair of AI & Data Committee

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