AI for Media

AI for Media: the genie is out of the bottle Petyo Dimitrov / July 2025

About me • 18 years in Software Engineering • Head of Data & AI @ Avenga • PhD in Computer Science • Adjunct Professor / Public speaker

Agenda AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources

First, some fun with AI Play me

Hype, hope, reality “ChatGPT hit 1 million users in 5 days and projects to reach 1 billion in 2025” “~40% of Enterprises have AI projects in production and ~40% are piloting one” “~70% of businesses report using Generative AI in at least one function”

AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources

How will AI impact the Media sector?

10,000-foot view

Audience engagement – Ask “Poradnik Zdrowie” Jan Kowalski: Czy rumianek naprawdę pomaga w leczeniu wrzodów żołądka, czy to mit?

Audience engagement – Ask “Poradnik Zdrowie”

Audience engagement – Ask “Poradnik Zdrowie”

Audience engagement – Content moderation & analysis

What are major players doing with moderation? 3 x articles open for commenting: higher reader engagement & loyalty + more ad revenue

Personalized recommendations

What are others doing for recommendations? 17% increase in click-through rates

Newsroom automation & Augmented journalism Summaries, Takeaways Research assistance Content framing Headline engagement testing Proofreading

What are major players doing? 10 x earnings coverage, freed up ~20% of reporters’ time, and decreased errors

Visual intelligence search

Voice content & Avatars

AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources

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AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources

Why you need to evaluate? “Up to 75% of AI projects never deliver ROI or get past pilot” Fortune

Questions before starting an AI project (1) 1. Is it a repetitive task or augmenting a human? 2. What KPI – error tolerance / saved effort / response time / …? 3. Is there a non-AI approach that’s cheaper / faster?

Questions before starting an AI project (2) 4. Do you have the necessary data? 5. Can you start with a GenAI baseline in <= 4 weeks? 6. Do usage speed, volume and infrastructure costs fit? 7. Are there regulatory risks (data, explainability, EU AI act)?

AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources

Newsletters How Are News Publishers Using AI? (Brightsites) https://www.brightsites.co.uk/news Generative AI in the Newsroom https://generative-ai-newsroom.com JournalismAi https://mailchi.mp/lse.ac.uk/journalismai Expl.AI.nable https://veryexplainable.substack.com

YouTube & LinkedIn Voices Media CoPilot (Pete Pachal) https://www.youtube.com/@themediacopilot JournalismAi on YouTube (Conference Videos) https://www.youtube.com/@PolisLSE Pete Pachal (LI) https://www.linkedin.com/in/peterpachal/recent-activity/all/ Francesco Marconi https://www.linkedin.com/in/francescopmarconi/recent-activity/all/

Dziękuję! Petyo Dimitrov Head of Data & AI, Avenga linkedin.com/in/petyo-dimitrov petyo.dimitrov@avenga.com