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.”

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.”

“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.

“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.”