Artificial intelligence for regional media companies – five exciting links

Artificial intelligence is developing in leaps and bounds, with new developments, applications and use cases seeming to emerge every week. The question remains: which of these have practical benefits for regional media companies? And how can one get started with the topic?

I would gladly like to share a few interesting links from my personal AI journey.

1. AI for the regional advertising market
   The regional advertising market is known for its diverse customer base with erratic booking behaviour. Given the vast amounts of data available from advertising statistics and booking figures from marketing companies, a range of AI applications based on machine learning is conceivable here. The management consultancy Schickler has developed an application that analyses booking behaviour and informs sales representatives about the risk score of „their“ customers via dashboards: www.schickler.de
   
   
2. AI Showroom
   The Artificial Intelligence Centre Hamburg e.V. (ARIC), based at Dockland/Nordakademie, has opened a showroom intended to make artificial intelligence visible and tangible. It houses various exhibits from the field of artificial intelligence, such as a virtual bouncer or a delivery robot, and demonstrates how companies and administration are already using AI. However, this is not about media-specific applications, but about the live presentation of AI in very different areas. I have myself here Signed up for a tour.
   
   
3. Salesforce study on AI in CRM
   On behalf of Salesforce, Forrester Consulting presented a strategy paper in August 2021, which outlines the trends for a modern CRM system based on a survey of over 2,000 professionals and executives. The starting point of their considerations is the assumption that a positive customer experience measurably contributes to customer loyalty and profit.
   
   According to Forrester, CRM systems should not just reflect the past. The study sees AI-powered automation in CRM systems as the most important use case for the next two years. Almost 80 % of companies want to automate parts of customer interactions with the support of AI and relieve employees of simple, recurring tasks internally. More on this here.
   
   
4. Basics: Chatbots 
   Many AI use cases relate to mass business in the B2C sector. In contrast, with B2B marketing, the higher the customer relationship quality, the more personal interaction there is. Nevertheless, it is still worth considering whether and where automation ideas can be implemented in marketing, as customers often also want to reduce the effort of interaction or be able to access information 24/7.
   In the long term, chatbots, for example, can simplify information retrieval in marketing. You can find a good overview of the history and use of chatbots here.
   
   
5. The Media Demonstrator of the MedienNetzwerk Bayern
   The MedienNetzwerk Bayern, together with game developer WastedStudios, has developed the Media Demonstrator, a virtual reality application that allows for the testing of innovative content formats for the car of the future. The new audio formats can be tested in the virtual vehicle interior using voice and gesture control. The first showcase is an interactive audio drama puzzle. More on this here.

 

Yours, Jutta Gottschalk

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