Five questions about the future of media with Gaston Serralta - CEO and co-founder of Argentinian media strategy business "dosunos" and speaker at events by the World Association of News Publishers.
What are the most interesting use cases you experienced recently in your field of work and why?
"I have seen many use cases in the field of journalism and media and I have chosen three of them that I think that are the most interesting ones.
First one of course being generative AI in general. Media companies, small ones or big ones, are using generative AI to create much more content with less human effort. They use it as a source of inspiration to generate general content ideas, to create a “skeleton” of the content that is then refined by the journalists. Not many newsrooms in the region…" (of Latin America) "have formal policies for integrating generative AI into their content production processes. However, those that are experimenting with this approach are reportedly seeing positive results.
The second use case I see quite common is personalization of content through technology incorporated into journalists CMS platforms - Piano, Sixth Sense, and BlueConic, to name a few. Personalization is absolutely key to improving the user experience, especially when it comes to keeping audiences engaged with media outlets. When we think about what content people see, it's crucial that it's tailored to their preferences. This keeps them coming back, keeps them reading, watching, and interacting.
Nowadays, the technology we have is far more advanced than what we used five years ago. These systems are now powered by user patterns and behaviors, allowing them to predict much more accurately what content a person might want to consume next—whether that's a video, a written piece, or a web story. This is not just about basic business rules like "if you like cars, we'll show you more car content." It's about predicting with a higher degree of accuracy what the user will engage with next. This level of personalization is something I've seen have a huge impact, and it's something I believe in strongly.
The third use case which is one of the most promising areas where AI is really going to make a difference, especially in media consumption, is accessibility for disabled people. This is where I see AI thriving and doing remarkable work. The technology we're talking about involves algorithms and tools that can read content, understand the context, and then summarize it in a way that makes it accessible to those who need it.
For instance, think about people who are blind or have visual impairments—AI can bridge that gap for them. Even if a publisher's site isn't fully equipped for accessibility, these AI-driven tools can still do amazing things, ensuring that these individuals can engage with content just like anyone else. This, to me, is one of the most interesting and impactful use cases of AI that I've seen recently, and it's something I'm really excited about."
Which changes - by the influence of artificial intelligence - could you identify in your field of work?
"The first big change I've noticed, and it's not a good one, is this sense of panic and fear that’s gripping people. There's this overwhelming feeling that AI is going to replace us—whether you're a journalist, a salesperson, or in any other field. This fear is paralyzing teams, making them feel like they’re running out of time to adapt or innovate. It’s a bad change, no doubt, and the impact is deeply negative because it blocks creativity and progress.
Another troubling shift is the rise of low-quality, synthetic content. We're seeing this explosion of content that’s just copy-pasted, adding no real value. It's everywhere now, and it's polluting the space. Media outlets that just want to cash in on programmatic revenue are churning out this kind of content, and it's really damaging the quality of information available. It’s a race to the bottom that mixes good technology with bad practices, and it’s not doing any favors for the industry.
And then there's the talent drain. I'm seeing a lot of skilled people leaving the media industry altogether, moving to fields like e-commerce, digital marketing, and other areas. These are people who brought real value to audiences, who helped inform and entertain, but now they’re jumping ship because they feel like AI is taking over media. We’re losing a lot of great talent because of this, and it’s a serious problem for the industry.
But it’s not all bad. For those who stick around, there are positive changes too. There’s a shift toward talent transformation—people are learning new skills, adapting to AI, and becoming more efficient. I’m seeing individuals take the initiative, learning online, upskilling themselves to stay relevant. Media companies are also starting to reskill their teams, and even some governments are stepping in to provide the tools needed to adapt to AI. It’s a good change that’s helping people stay competitive.
Efficiency is another big win. The focus is shifting from just producing content to producing quality content with less effort. Journalists, editors, and even the business side of media are starting to talk about efficiency in a meaningful way, and that’s a huge improvement.
Lastly, we’re finally starting to see real progress in data analysis. We’ve talked about big data and data-driven decisions for years, but now, with AI, we can actually analyze this data better and faster. Media outlets can now make quicker, more informed decisions about how to engage with their audiences, attract new users, and explore new markets. The tools we have now are applying AI algorithms to all these data points, allowing us to take smarter, faster decisions, which is incredibly positive.
So, while there are some serious challenges, there are also some really exciting opportunities for those willing to adapt and embrace the changes AI is bringing."
How big of an impact do you think will the influence of artificial intelligence have in your field of work and what are the characteristics?
"This moment we’re in right now, with AI, it's massive - truly profound. It's like those pivotal moments in history, when Gutenberg invented the printing press, or when the internet took off in the 90s, or when mobile technology reshaped everything in the 2010s. We’re at another huge inflection point, not just for publishers, but for audiences as well. It’s not just about journalism; it’s about how we all engage with content.
AI presents a tremendous opportunity if it’s embraced properly. Sure, like any powerful tool, it can be used for better or worse. But in general, I see this as a great chance for mainstream media, content creators, entertainers, and platforms to innovate and thrive. Those who understand the technology and know how to leverage it effectively are going to come out on top. The danger lies in using AI to turn publishers into mere factories of content - pumping out low-quality material just because they can. That’s the bad side of this opportunity, and it’s happening too.
On the flip side, AI can be like an exoskeleton for journalists, helping them create better content, faster, and with more depth. It’s a tool that can elevate the quality of work rather than diminish it, and that’s where the real opportunity lies.
For audiences, AI offers the potential for more personalized, safer, and more relevant content - tailored to their age, location, and interests. But there’s a catch. If people only use this technology to consume content through narrow filters, like algorithm bubbles or voice assistants that just confirm their biases, they’re going to miss out on the bigger picture.
In the end, I’m optimistic. I believe this development will be impactful in a good way for audiences, offering richer, more personalized experiences. But, as always, it’s about how we choose to use the technology. There’s immense potential here for positive change, but we have to be mindful of the pitfalls as well."
What development in your industry would you wish for? How could technological innovation/ artificial intelligence contribute?
"I believe this technology is already making a significant impact - right now, not in some distant future. It's driving speed, efficiency, and automation in ways we haven’t seen before. But what’s crucial is that it removes the excuses. The tools are here, available, and powerful. So, the real question is, what can humans add to this equation? How can we, as people, bring something unique to the table?
I often use an analogy when I talk about AI: it’s like the ultra-processed food industry we saw a few years ago. We had all this convenient, easy-to-consume food, but it was terrible for our health. A lot of people adopted it, but now there’s a shift back towards real, healthier food. I think we’re going to see the same thing happen with content. Synthetic content is becoming so widespread that eventually, people will start rejecting it, craving instead the human touch, the value that only a person - a journalist, a storyteller - can add. I hope that this rise in synthetic content will eventually highlight the true craftsmanship that goes into creating quality stories.
I also hope that journalists will embrace new tools to streamline essential processes like fact-checking, which is critical in our industry. AI should serve as an augmentation tool for humans, not a replacement. I don’t believe in replacements. In the end, this technology can bridge the gap between audiences and newsrooms, fostering better communication. It might be through AI agents or some other form of technology that allows us to have meaningful conversations at scale, because we can’t address every single audience need one-on-one. But with AI, we can better understand what our audience wants and needs, and that’s where this technology can really make a difference."
What are eventual risks and/or threats that you see that come with the technological development?
"Synthetic content is everywhere now, and it's something we can't ignore. But honestly, it's not our top priority anymore - it's already out there, it's flowing. The bigger concern for me is the rise of misinformation, especially with things like deepfakes. I’ve seen videos that are just wild - like that one with Trump and a llama. It’s a huge threat, and what makes it worse is the lack of regulation. We’re seeing a massive wave of this stuff, and the little regulation we do have isn’t being enforced properly.
What’s going to happen with privacy? That’s a real worry. These AI tools make it so much easier to violate privacy on a large scale, and that’s not something we can just brush off. It’s sad, but I feel like we’re heading into a time where user privacy will be at more risk than ever before - more so than it has been in the last couple of decades.
Then there's the issue of algorithmic bias. These large language models are going to start shaping the messages audiences receive - telling them what to see, hear, or read based on biased inputs. That’s really concerning, and it could have a huge impact on how people perceive the world around them.
I could go on for hours about these threats, but the point is, as facilitators in this space, we have to address them. We need to help the industry and the audience navigate these challenges - not by spreading fear, but by encouraging education, training, and informed decision-making. People need to understand what tools to use, what practices to adopt, and what pitfalls to avoid. There's a lot of work ahead, but it’s crucial if we want to turn these challenges into opportunities for positive change."
Gastón Serralta is a prominent figure in the Latin American media industry with over 20 years of experience. He has held key roles such as CTO at "Infobae" and Technology Manager at "C5N Argentina", working on media projects across the region. His expertise spans product development, data analysis, and monetization, focusing on sustainable media growth. As founder and CEO of "dosunos", Gastón leads a company that delivers innovative solutions for the news, media, and entertainment sectors, offering services in technology, business strategy, and human capital for major media outlets.
This interview is part of PANTA Experts where we interview diverse experts in the media industry and beyond. Interviewer: Jan Kersling (PANTA RHAI).
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