Enabled by growing cloud adoption and accelerated by the pandemic, the adoption of artificial intelligence (AI) and machine learning (ML) in the media and entertainment (M&E) industry currently stands at 32% this year.
According to the IABM September 2022 AI/ML Adoption Trends report, AI and ML have been “rapidly adopted” to facilitate what were previously labour-intensive tasks in a media landscape where data volumes are growing exponentially while speed and accuracy are increasingly critical.
The report’s Manage and Produce segments are found to remain the main deployment areas for AI/ML technology in the M&E industry, and most AI/ML use cases in content management systems are to automate routine tasks like metadata tagging, image recognition, audio and video recognition, and speech-to-text.
As technology deployments expand, data availability and training costs are declining, making the return on investment (ROI) on AI and ML more predictable, said IABM.
Olga Nevinchana, Senior Research Analyst at IABM, said, “The move to the cloud, accelerated during the pandemic, alongside the explosion in data availability, has driven the adoption of AI/ML in broadcast and media as companies increasingly look for tools to give them a competitive advantage. They are increasingly turning to AI/ML technologies to encompass more and more operations in the Manage and Produce segments of the BaM Content Chain.
“While the major cloud providers now offer a wide range of native AI/ML tools as part of their overall offerings, it’s interesting to note that internal deployment is still preferred by the majority of M&E companies, despite the ongoing scarcity of talent in this area.”