Five questions about the future of media with Pepe Cerezo - digital strategist, author and board member .
What are the most interesting use cases you experienced recently in your field of work and why?
"There are so many good practices that are being carried out in the newsroom, it is difficult to select one. I find especially interesting those that help to improve processes within the newsroom to be more productive and those uses aimed at seeking synergies between different media. In this sense, I would highlight the initiatives of Alayans, an association of local media in Spain, which use AI to adapt and personalize common content for each different audience."
Which changes -by the influence of artificial intelligence - could you identify in your field of work?
"As I have said on occasion, this is a paradigm shift because it changes the very heart of the value chain. In my case, as a consultant, I have to find the formulas and strategies so that the business is able to adapt to this new ecosystem. The role of consultants and external analysts is therefore also changing."
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?
"Changes the way of working and the type of projects as the nature of the companies I work with changes. It's not just about teaching digital skills around AI (which is also the case) but also about helping with strategy design, process implementation and organizational change."
What development in your industry would you wish for? How could technological innovation/ artificial intelligence contribute?
"The important thing is that the industry takes on AI in an integral way and obtains the maximum benefits that it can provide while minimizing the risks. Within the strategy, it is necessary to help AI not to become a problem in terms of plagiarism, misinformation, hallucinations, etc: The editors have to adapt the organizations already to post for better journalism. If publishers interpret that it is only about cost savings and weaken their teams with the consequent damage."
What are eventual risks and/or threats that you see that come with the technological development?
"The risks are many, both at a strategic level in the medium and long term if the content is transferred to the platforms to train their models without adequate compensation (not only economic but also sharing of knowledge and control of them). The other major risk is its misuse without proper human supervision that can lead to misinformation, hallucinations, non-compliance with copyright, plagiarism, etc."
Pepe is a digital strategist with over 16 years of experience in digital journalism, media, and business models. Since 2015, he has directed Evoca Media, focusing on digital communication and media transformation. He founded Digital Journey, a think tank on digital society, and authored Medios Líquidos and Los Medios ante los Modelos de Suscripción. Recently, he published Deconstruyendo los Medios. Pepe also coaches for WAN IFRA's Table Stakes and the Facebook Accelerator Program and serves on the Board of Programmatic Spain.
This interview is part of PANTA Experts where we interview diverse experts in the media industry and beyond. Interviewer: Jan Kersling (PANTA RHAI).
Comments