The slow demise of traditional media, radio, TV, Cable, and print news, is not new. But it did come on gradually. It reminds me of Hemingway, and a quote from a scene in his 1926 book The Sun Also Rises , “How did you go bankrupt?” Bill asked. “Two ways,” Mike said. “Gradually and then suddenly.” This is what technological shifts do: they move gradually, and then suddenly, and the next wave is upon you before you know it.
So, what is the next wave? No surprise it is AI-driven.
Late last year, I spoke with a group of executives and was invited to discuss branding and using Omni Channels. Of course, I conduct a lot of research and am careful not to have the wrong data. Instead, driven by data myself, I shared some startling numbers about how much data we collect and emphasized that branding depends on a great deal of data to get the message out and hit home runs with it.
Here is what you need to know about the kind of changes coming:
Personalized Content Creation: AI will create news, entertainment, and educational content tailored specifically to users' interests, viewing habits, and preferences.
Content Generation Automation: Generative AI can create articles, videos, podcasts, and more, often quicker and at a lower cost than conventional media production methods.
Enhanced Engagement through AI Assistants/Agents: These Assistants/Agents will further displace traditional media by directly interacting with consumers. This personalized engagement will make static forms of media, such as TV broadcasts or newspaper articles, appear too generic and outdated.
AI-Driven Advertising and Monetization: AI will enable hyper-targeted advertising that traditional media cannot compete with. AI can predict consumer needs and place ads, likely drawing ad revenue away from conventional media channels.
Voice and Virtual Reality Experiences: AI combined with advancements in voice technology may lead people to prefer immersive experiences—curated and personalized by AI—over passive consumption, pushing legacy media further into obsolescence.
Trust and Bias Shifts: Traditional media outlets are often criticized for biases or serving particular interests, leading to a decline in public trust. With its capability to source information from multiple channels, AI can reduce perceived bias.
AI-Generated Communities and Echo Chambers: AI will accelerate the fragmentation of audiences. By providing personalized content, this fragmentation will result in smaller, more niche content markets, with fewer people turning to mainstream outlets.
The fight for consumers' attention has never been more challenging. Ten years ago, when I asked what your digital strategy was, it was a deer-in-the-headlights look. , no one was certain this evolution would stick or even grow. It did, and it continues to be driven by two powerful forces: technological innovation, which creates convenience, and the other is consumers who are starving for it. Will all these changes happen at the same time? Well, you can talk with an AI Agent or Assistant today. This will only become more accessible, private, and personalized, changing everything from entertainment to news, retailing, and healthcare.
AI has only begun to scratch the surface. But when this technology can replace the programmers who created it, you can only imagine how it will change advertising, marketing, merchandising, supply chains, and service.
But don't say I didn't warn you!
George Minakakis is a former CEO, Country Manager, current board director, and chair. He does corporate and public speaking engagements, has authored four books, one of which will be published in late fall, and contributes to various periodicals.
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