Introduction:
One thing that you will never hear a common man say is that they have never consumed any form of media in their life. That just generally doesn’t happen as many of us have been thrown into the abyss of this sort of communication in one way or another. Media has been a big part of our lives and as time passes, we have come to know a lot of information through these channels. In order to attract and meet the particular tastes of an individual, big media companies use artificial intelligence to lure potential customers. As such, nowadays AI has reserved itself a pretty comfy spot in the premises of media associations.
What is it?
There are several ways of delivering a message or some other information, however, to do this on a grand scale it requires big platforms of communication. Media platforms are significant means of mass communication as they can relay information to a wide range of audiences. It helps in the transfer of not just messages but also thoughts, ideas, emotions. Its influence upon the masses can be so crucial that it effectively controls the narrative of the region. With changes in modern times, this form of communication has also witnessed a few alterations.
Evolution of Media?
Traditionally the means of mass communication involved the usage of newspapers, magazines, radio and television. However, in this modern era of technological advancements, we have been blessed with the internet. The tremendous expansion and exchange of ideas achieved during this time is due to the spread of the internet. With major shifts towards an on-demand media outlet, the need to cater to the preference of the audience has never been higher. For this, the companies turn their heads towards the new generation AI techniques to gather the information that will improve their user’s experience.
Use of AI in Media;
The usage of artificial intelligence has been a boon for the agencies of media serving the masses. It has led to more personalized dissemination of content that caters to the demands and likings of many people. The automated system of media recommendation targets users based on their past watches. Since mass media is consumed by a variety of demographics, it becomes essential to incorporate certain measures that simplify their experience. However, to do this manually for a ton of content can be quite difficult. Therefore, the instrument of artificial intelligence comes to the rescue by providing an easy and comfortable experience that viewers look forward to.
Various companies are researching to implement immersive virtual reality environments. As per claims by the companies that this VR technology will help to test products that are yet to be launched and it’ll help the companies to know the consumer reaction and behavior to real-time merchandising. Till date, various technology giants like Apple, Google, Microsoft, Facebook, IBM, etc. have invested a huge sum of money in VR.
Various companies in the field of beauty products have developed virtual mirrors and virtual changing rooms which will simulate the process of trying a cosmetic or garment.
One of the largest OTT platforms Netflix is also using AI to improve the user experience. It uses AI to predict which image will have the best engagement rate of a viewer and personalized it per viewer.
Conclusion:
The value of media and communication is indispensable in our daily lives. It has become so integral to our existence that our lives basically revolve around it. Without one realizing, the media can influence our actions and as such it drives the thoughts in our mind. To our benefit, now we have the means to regulate what we view by many platforms that have come in the wake of the internet. However, to provide services to such a large and diverse group of audience, media platforms require artificial assistance. As a result, the role of AI in our lives has increased exponentially.
