Buckle up good people, the media world is turning upside down. Imagine a world where AI becomes the ultimate content creator. Soon we might find ourselves watching movies starring AI generated actors, reading books penned by AI authors and listening to songs composed by AI musicians.
The possibility for this is endless, the line between man and machine is blurred and the very fabric of our existence threatened. From viral trends to virtual realities to TikTok videos. It’s difficult to keep up with these changes but what is clear is the way we create and consume content is changing faster than you can say 'Alexa, take over the world for me'.
But fear not brave content consumers. The content must go on. Even as business models and technology boom, bust and transform like a roller-coaster, our appetite for news, stories and cat videos remains strong.
The convenience, variety and accessibility of content across different platforms continue to engage our desire to consume and engage with information. As long as this appetite lives the media industry will continue to innovate and evolve to meet our ever-growing demand.
And whereas attention flows, creativity follows; innovation is coming up to feed our media-hungry minds in the most unexpected ways. When it comes to changing media landscapes, AI and big tech can be forces for good and not evil. We just need to be smart and not hand over the keys to the kingdom like we did in the early ages and not give our golden goose again.
See, AI and algorithms simply amplify existing goals – whether those goals come from profit-hungry corporations or ethical programmers trying to make the world a bit better. The choice is ours.
Technology is a tool. The real smart cookies will win from how they choose to wield it. For example, AI can spread misinformation faster than a celebrity scandal but it can also can detect fake news and build tools to bubble helpful information to the top of search.
Big data from Google and Meta may threaten privacy, but it can also provide insights to create more meaningful content and connections for people.
Empowering our data laws and rights as well as encryptions and regulation will be key for media businesses as these laws and rights provide a legal framework for the collection, storage and usage of data to ensure individual privacy is protected and data handled responsibly. Regulations will also help establish fair competition, protect user interest and balance innovation with responsibility.
Automating menial tasks in newsrooms could put journalists out of work but also frees them to do deeper investigative reporting and analysis. The answer is not stopping innovation but continuously training journalists and educating the public about AI technologies and their impact, thus, increasing opportunities.
We must guide these technologies towards working with people rather than exploiting them. Think of AI as the precocious child eagerly exploring its surroundings. AI is constantly seeking guidance and direction to navigate the vast world of knowledge and innovation. It needs wisdom and boundaries from its parents and that is us, media workers, to provide guidance.
Even though big tech companies have enough cash to make countries like ours agree to their demands, with the right pressure and policies that emphasise public good over profits they can ensure issues of algorithmic bias are addressed, data control and dependency risk. This can help amplify our diverse voices, promote local content and shape a more inclusive and diverse content to ensure journalism thrives.
And this is where you all come in. We need to participate in this grand media experiment. Share quality content, flag dodgy stuff and support investigative journalism by paying for content. Be an active player not just a passive viewer; that is how we collectively steer this ship to a better reality.
It will not be easy balancing innovation with ethics but humankind has faced bigger challenges. We must embrace the opportunities while remaining vigilant to the potential dangers. We can navigate this changing landscape and enjoy the hilarious and sometimes absurd moments that AI and big tech bring. We’ve got this!
The future is unwritten and the opportunities immense. With vision and civic vigilance, we can create a media landscape that informs, empowers and uplifts. AI and big tech can either deepen divides or bridge them. Our job is to guide them wisely. The future of this industry depends on the proactive involvement of media workers in shaping the responsible use of AI and big tech. A better world is ours to design. Let us get to it.
Chairperson, Media Owners Association
