Lluís Cucarella is the CEO of the media consulting firm Next Idea Media, Editorial Director of the Journalism Laboratory of the Fundación Luca de Tena, and an Associate Consultant at WAN-IFRA.
What are the most interesting use cases you have recently experienced in your field of work and why?
"Journalists, media consultants, and all of us who are part of the media industry are witnessing how Artificial Intelligence (AI) and Generative AI are transforming journalism and media communication. These technologies offer significant opportunities to improve efficiency, personalize content, and enhance its quality, although they also present certain risks.
Some of the most interesting use cases I have experienced are e.g. the deep audience understanding through AI. Understanding our audience is essential to offer relevant content and maintain their engagement. We face challenges such as news avoidance and lack of loyalty, which hinder subscriber growth and increase cancellations. Many people, especially the young, feel disconnected because we don't address topics that matter to them or are useful.
AI has allowed us to analyze large volumes of data on user behavior: reading patterns, dwell times, and thematic preferences. Using machine learning algorithms, we can segment the audience into specific groups and predict what type of content will resonate best with each segment.
This advanced analysis enables us to personalize the user experience more effectively. By better understanding our readers' needs and desires, we can offer article recommendations and adjust content in real time. For example, if a reader shows interest in technology and the environment, our algorithms will prioritize that content in their personal feed.
Personalization also extends to notifications and email newsletters. AI selects the most relevant content for each subscriber, resulting in higher open and click-through rates. This demonstrates the effectiveness of this approach in increasing audience engagement and improves the likelihood of retention and loyalty.
We implement systems that analyze reading history and on-site interactions to suggest personalized content. This not only enhances reader satisfaction but also increases the time they spend on our platform. This increase is crucial for our advertising and subscription-based business models, as longer dwell times usually translate into higher revenues and reduced cancellation rates.
Moreover, AI allows us to anticipate trends and adjust our editorial strategy accordingly. By identifying which topics generate more interest among different segments, we can allocate resources more efficiently and produce content that has a greater impact.
Secondly there are Higher value-added services thanks to the automation of routine tasks.
Generative AI is enabling us to automate editorial tasks that previously consumed time and did not add value. By automating the writing of basic content, we free our journalists to focus on deeper investigations and the creation of original content that truly adds value.
For example, the time we now save on low-value tasks is dedicated to creating quality content for audience niches willing to pay more than the general public, such as PRO services. These services offer media the possibility, along with new quality investigations, to package existing specialized content, relate it to data, and give it new value for specific audiences.
AI facilitates the classification, enhancement, and reuse of previously produced content, allowing us to enrich it with detailed reports, databases, and personalized tools. Thus, content and services for professionals become a key source of income, especially in sectors where access to critical information is essential.
This use case was the focus of my presentation at the recent WAN-IFRA media leaders' congress. You can find more information here: B2B Strategies: PRO Services as a Key to the Future of Media Communication. (In Spanish)
Furthermore the Translation and localization of content with AI is very interesting to me.
To expand global reach, AI is instrumental in translating and localizing content into multiple languages. Automatic translation tools have advanced significantly, allowing for more precise translations with cultural nuances.
This enables us, as publishers, to simultaneously publish news and articles in several languages, reaching wider audiences without significant delays. Additionally, AI can adapt content to resonate in different markets, adjusting cultural references and communication styles.
AI-based automatic translation systems are being implemented which, combined with human editorial review, allow us to reduce publication time in other languages by 90%. This has been key to positioning many newspapers in new markets and strengthening their international presence.
Last important use case is the optimization of advertising and revenue generation. AI plays a crucial role in monetization strategies. Through advanced segmentation and data analysis, we can offer more relevant and targeted advertising, benefiting both advertisers and readers. Algorithms analyze user behavior to display ads of interest, improving conversion rates and satisfaction.
Furthermore, AI helps us predict trends and adjust our pricing strategies in real time. Programmatic auction systems that use AI are being implemented to determine the optimal value of advertising spaces based on demand and user profiles. This maximizes advertising revenues without compromising user experience.
A standout case, in this aspect, is the improvement of dynamic paywalls through AI. Traditionally, paywalls have been a fixed barrier: after accessing a certain number of free articles, the reader is asked to subscribe at a standard price. This approach does not consider individual differences among users.
AI has allowed us to transform this model into a dynamic and personalized one. By analyzing detailed data on user behavior—such as visit frequency, type of content consumed, and dwell time—algorithms can predict the likelihood of a user subscribing and their price sensitivity.
Thanks to this analysis, as an industry, we offer personalized subscription offers that significantly increase the probability of conversion. For example, a frequent and engaged user might be willing to pay the full price, while an occasional visitor might be more receptive to a discounted offer.
Additionally, AI determines the optimal moment to present the paywall, improving the experience by reducing unnecessary interruptions and increasing effectiveness by approaching the reader at the right time. This adaptable approach allows us to quickly respond to market trends and changing preferences, reducing the need for manual intervention."
What changes, due to the influence of artificial intelligence, have you identified in your field of work?
"AI is revolutionizing journalism and the media, affecting not only processes and tools but also transforming the very essence of our profession and how we interact with society.
Some notable changes I have identified are that AI redefines the role of the journalist. With the automation of routine tasks and the automatic generation of basic content, we focus more on deep analysis, interpretation, and investigation of complex topics. We move from mere information transmission to providing context and added value. It is essential to develop skills to work with AI technologies, interpreting data and enriching our stories. A journalist who does not know the possibilities offered by AI will be at a competitive disadvantage.
In addition to traditional writing and reporting skills, it is now vital to understand concepts of data science, programming, and algorithm analysis. Digital literacy and the ability to handle large datasets have become fundamental. This change requires continuous training and adaptation to new technologies and work methodologies.
Also, AI poses significant ethical challenges. Delegating decisions to machines demands reflection on responsibility and transparency. The use of algorithms can introduce inadvertent biases, and the automatic generation of content raises questions about authorship and authenticity. It is crucial to establish ethical frameworks that guide the use of AI, maintaining standards of integrity and veracity. The numerous manifestos and documents that media outlets are approving for their readers attest to this concern.
AI is vital in the fight against disinformation and fake news. Algorithms can quickly analyze large volumes of information to detect inconsistencies, identify dubious sources, and verify facts. However, it also increases the sophistication of disinformation tactics, such as deepfakes, forcing us to stay constantly updated and vigilant.
In addition to combating disinformation, AI has also enabled extreme personalization and audience fragmentation. Although AI allows for highly personalized content, it can lead to information bubbles and echo chambers, as defined by Eli Pariser in "The Filter Bubble." This poses challenges to maintaining an informed and diverse public discourse. We must balance personalization with the responsibility of offering broad coverage that fosters a shared understanding.
Furthermore, there have been noticeable changes in business models and monetization as AI influences media business models. Income optimization through targeted advertising and personalized subscriptions is only part of it. We also see the emergence of new models based on data analysis and the offering of specialized services. The ability to predict trends and behaviors allows for the development of products more adapted to the market but also requires investments in technology and specialized talent.
Moreover, AI has led to an increase in speed and immediacy in news production and distribution. AI has greatly accelerated the production and distribution of news. Automation allows certain news to be published almost instantly. While this satisfies the audience's demand for immediacy, it also increases the risk of errors and dissemination of unverified information. It forces us to reinforce editorial processes and find a balance between speed and accuracy.
Another important change lies in audience interaction. AI has opened new ways to interact with our audience. Chatbots, virtual assistants, and interactive platforms allow for more direct and personalized communication. This improves the user experience and provides us with valuable information about their needs and preferences. However, it also involves managing large volumes of personal data and ensuring their protection and ethical use.
The reconfiguration of the labor ecosystem is another area impacted by AI.
The adoption of AI is changing the employment structure in our industry. While some tasks are automated, new opportunities arise in areas such as data analysis, AI technology management, and cybersecurity. There is concern about the possible loss of jobs but also an opportunity to redefine roles and foster the development of new skills. It is essential to address these changes by promoting training and labor adaptation.
Lastly, AI has contributed to globalization and expanded competition. AI facilitates the production and distribution of content on a global scale, increasing competition among media outlets of different regions and sizes. This challenges us to innovate and differentiate ourselves by offering high-quality content and unique value. At the same time, it provides the opportunity to reach international audiences and collaborate on joint projects."
What impact do you think the influence of artificial intelligence will have on your field of work, and what are its characteristics?
"I anticipate that AI will have a profound and multifaceted impact on journalism and the media. One of the key changes will be the transformation in content production. Automation will allow us to create and distribute content more efficiently, freeing journalists to focus on deep investigations and critical analysis. This shift could elevate the quality of journalism and make it more relevant to audiences.
Another major change will be the rise of extreme personalization. By analyzing behaviors and preferences, we will be able to offer highly relevant content to each reader, increasing engagement and loyalty. However, we must remain cautious and avoid creating information bubbles that limit exposure to diverse perspectives.
In addition, AI will drive innovation in business models. It will facilitate more flexible approaches, such as dynamic paywalls and personalized subscriptions, optimizing revenues and increasing conversion rates. Targeted and segmented advertising will become more effective, benefiting both advertisers and consumers.
The evolution of professional skills will also be significant. It will be necessary for media professionals to develop expertise in data analysis and AI tool management. New roles, such as AI ethics specialists and data analysts in journalism, will emerge, while some traditional tasks will be automated.
Ethical challenges will arise as well. Transparency in algorithms, data protection, and bias prevention will be fundamental to maintaining public trust. Media outlets will bear the responsibility of ensuring that AI is used fairly and equitably.
Finally, AI will play a crucial role in combatting disinformation. Algorithms will be able to detect suspicious patterns and verify information on a large scale and at high speed. However, there is also the risk that AI could be misused to create more sophisticated forms of disinformation."
What development would you like to see in your industry? How could technological innovation or artificial intelligence contribute?
"I would like to see the strategic application of AI to revitalize investigative and quality journalism. The industry crisis has led to layoffs of experienced journalists and a drastic reduction of this type of journalism, which is essential but costly. This has favored trivial news that generates more clicks and, therefore, more short-term income, which is a serious problem for democracies.
To address this, technological innovation and AI could be key to reversing this trend by enabling the optimization of resources and operational efficiency. AI can automate routine tasks that consume time but do not provide direct journalistic value, such as transcribing interviews, classifying information, and scheduling publications. By freeing journalists from these tasks, they can dedicate more time to deep investigations and quality reporting.
Moreover, AI can facilitate mass data analysis to discover stories. Investigative journalism often involves analyzing large volumes of data to identify patterns, irregularities, and hidden connections. AI can process and analyze massive data more quickly and efficiently, allowing us to discover high-impact stories that might otherwise go unnoticed.
In addition to aiding investigative work, AI can also support information verification and combat disinformation. In an era where disinformation spreads rapidly, AI can be an ally in fact-checking. AI-based tools can contrast information in real time, identify dubious sources, and alert about possible fake news, strengthening media credibility.
Furthermore, responsible content personalization is another area where AI could contribute. Although personalization has been used to promote light content that generates more clicks, AI can also direct quality content to specific audiences interested in deep topics. By effectively segmenting the audience, it's possible to increase engagement and willingness to pay for high-value content, financially supporting investigative journalism.
Additionally, AI can aid in the development of sustainable business models. AI can help create smarter and more flexible subscription models, adapted to the needs and payment capacities of different segments. By better understanding user behavior and preferences, it's possible to offer packages and prices that incentivize subscription and support for quality journalism.
Finally, interdisciplinary collaboration will be crucial for future success. Fostering teams that integrate journalists, data scientists, and AI experts can enhance media capacity to address complex topics. This collaboration allows us to make the most of technological tools to enrich investigations and present them more impactfully."
What possible risks and/or threats do you see associated with technological development?
"I believe that technological development, especially in the field of AI, presents significant risks and threats to journalism and the media. Although it offers opportunities to improve efficiency and personalize content, it also entails challenges that could negatively affect the integrity, quality, and sustainability of journalism. One of the most concerning risks is the massive propagation of disinformation. AI can amplify the creation and dissemination of disinformation. Advanced tools can generate fake content, such as deepfakes and fabricated news, which are difficult to distinguish from reality. This can erode public trust and complicate verification work.
Moreover, there is the issue of the reduction of jobs and depreciation of journalistic talent. Automation could lead to job reductions in newsrooms. AI could replace certain human functions, affecting not only professionals but also the quality and depth of journalism, as it lacks critical analysis and human empathy.
Additionally, another concern is the growing dependence on large technological corporations. Big tech companies control much of the information flow on the internet. Media outlets could become dependent on these corporations to access AI tools, limiting their autonomy and ability to compete. Moreover, they could use our content to train their models without fair compensation.
Furthermore, we must be aware of the risk of algorithmic biases and lack of transparency. Algorithms can perpetuate existing biases in training data, resulting in discrimination or unfair representation of certain groups. Lack of transparency makes it difficult to identify and correct these biases, which is problematic in journalism, where objectivity and fairness are fundamental.
Along with these risks, there is also the potential erosion of journalistic quality. The temptation to use AI to generate quick and cheap content can diminish journalism quality. AI can produce texts without depth, context, or critical analysis, failing in our duty to adequately inform the public and hold powers accountable.
AI poses threats to privacy and data security. Extensive use of AI involves collecting and analyzing large amounts of personal data. If not properly managed, it can lead to privacy violations and misuse of sensitive information. We have the responsibility to protect the confidentiality of our sources and the integrity of the information.
Therefore, it is essential that we establish legal and regulatory frameworks that protect the rights of journalists and media, ensuring fair compensation for the use of our content. We also need to promote transparency and ethics in the development and use of AI, ensuring that algorithms are auditable and biases can be corrected. Additionally, we should invest in training and professional development, so that journalists can work effectively with AI tools without compromising the quality of their work. Finally, fostering collaboration among media, governments, and tech companies to create solutions that benefit the information ecosystem as a whole is crucial.
AI has the potential to enrich journalism and strengthen its role in society, but we must approach it with responsibility and ethics to avoid associated risks. Only then can we leverage its benefits while protecting the integrity and sustainability of our profession."
Luis Cucarella is an experienced media consultant with a background in audience development and business model diversification for media companies. He is currently the CEO of Next Idea Media Consulting, where he has been serving since 2016, and also leads SSN Comunicación, a Madrid-based agency specializing in content creation across various sectors like technology, TV series, and video games. Additionally, Cucarella is Managing Partner at JC Allman & Partners, a consultancy firm focused on corporate communication, and he contributes as a director for Fundación Luca de Tena.
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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