Artificial Intelligence: A Revolution for Business and Media - Essay Sample

Introduction

During the past decade, scientists have made great strides in developing artificial intelligence (AI) tools. The federal government allocates funds to artificial intelligence research. AI is expected to be a revolutionary tool that will significantly alter the way people live. There are numerous advantages businesses will get from the use of AI. The media must not accept to be left behind in this technological revolution. This paper is a literature review of five articles that focuses on how the articles deal with the use of artificial intelligence in the creative media industry.

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Media and Artificial Intelligence

In his article, "Media and Artificial Intelligence," Matthew Gentzkow author examines ways the media applies Artificial Intelligence technology. Matthew looks at artificial intelligence as a tool to enhance customer service, consequently, improving consumer satisfaction. The article begins by telling the reader that artificial intelligence was used to report the earthquake in Southern California on March 17, 2014. It also states that the significant impacts of artificial intelligence in the media industry suggest demand for AI. The only problem is that unlike human beings, AI cannot match the media content with the needs of the consumer. The paper is not very optimistic about the use of artificial intelligence in creating and producing media content in future.

The claim by the author that media companies are using AI to personalize search results is a crucial point to note when discussing the impacts of AI in the media (Gentznow 2018, 4). There are more revelations that Netflix movie recommendations are based on what one has already watched on the application. The practice, the paper says, is not a novel idea as companies have been doing this by recommending products to customers based on what they previously bought. The article lists some of the drawbacks the media faces in the use of AI to enhance the customer experience. This includes inaccurate determination of what customers need.

The article presents fundamental ideas, including the use of AI to achieve personalized search results. However, the article contradicts itself by claiming that AI is not used to generate media content and at the same time giving an example of how AI reported on an earthquake. The article feels more like a critic of the Media's claim of using AI to enhance the user experience. The item could have done more to search for the positive impact of AI in the media industry.

Artificial Intelligence in the Media and Creative Industries Position Paper

The 2018 publication addresses techniques of using artificial intelligence in various media industries (Vital Media 2018, 3). The report also discusses ways to apply AI in areas that the technology is unavailable. Vital Media begins by listing the various areas in which AI can be used in the communications industry. In the creative department, AI can be used to generate media content. This process occurs in various areas, like reporting on stock exchange. In the production sector, AI can be used to reduce the work done by staff. The staff can concentrate on being creative, while machines take over their printing work. In the diffusion sector, AI can be used to enable efficient delivery of content to consumers. The paper gives an example of Netflix's use of AI to recommend movies to its customers. The application of AI to guide consumers is a common occurrence among many communication firms. Media companies use AI to enhance consumer experience. Vital Media opinions closely relate to ideas raised by Gentznow, which emphasizes the essential purpose of AI in improving content produced by media companies.

The further paper examines the music industry (Vital Media 2018). In the media production sector, AI is used to create music. A producer loads music from various artists in the system and the computer can compose its music. More artists are increasingly embracing the use of AI during song composition. For instance, thanks to AI, a musician can now create a song at home, without too much hustle. Artificial intelligence provides musicians with audio engineering solutions. Consumers also benefit from AI. Artificial intelligence is used to make music suggestions to consumers. Clients' devices store consumer data. From the information gathered, the gadgets can give music suggestions that are likely among those the consumer prefers.

The paper also looked at the image and video games industries. AI is now used to create and edit illustrations. AI can recreate missing parts of an image. In the gaming industry, AI is used to improve the consumer experience, by ensuring that a game is neither too easy, making it dull, nor too hard. Each player has distinct skills, and AI can help game owners identify the gaming skills of each customer. The author provides adequate information, and no necessary data is omitted. However, the paper should inform the reader of the research occurring regarding the connection between creative media and AI. The article should also highlight the potential future use of AI in the press and the prospective effects of the use of artificial intelligence as well.

Video Quality Assessment in Video Streaming Services Considering User Preference for Video Content

The article seeks to create a new mathematical method of measuring media customer Quality of Experience (QoE) (Daumu, 2016). The article critiques other QoE methods because they do not consider customer preferences when evaluating customer satisfaction. Older methods depend on subjective and objective evaluation techniques. Subjective systems only relied on the technical aspects of the devices used to transmit media content, while objective methods depended on the consumer's environment (physical, economic, and social). The new approach proposed by the authors does eliminate the traditional strategies; instead, the writers introduce a new parameter to estimate consumer preferences.

Concerning the topic of artificial intelligence and machine learning, this paper does not delve into how these will be incorporated into the new method (Daunmu 2016). This proposal is excellent; however, the article does not inform the reader of the model applied to measure customer preferences. It would have better achieved its objective by information readers on how to determine each customer's preferences. The paper would have developed an algorithm to enable machine learning, to support media firms in determining user preferences.

The Role of TQM in Advertising: A Conceptualization and a Framework for Application

Published by Robert F. Hurley, Melissa Thau Gropper, and Gianpaolo Roma, this essay discusses Total Quality Management (TQM) by investigating ways advertisers can use TQM can be used by advertisers for effective marketing (Furnivall 2017). TQM espouses that always putting the customer at the center of all business decisions is vital. Customer consideration is done on two levels; Organizational, process level, and marketing level. During all these two stages, the customer must always be at the core of when firms settle on arrangements. It surveys the techniques to use TQM to achieve effectiveness and efficiency in advertising.

The paper does not investigate the topic of artificial intelligence and machine learning in publicity. The authors do not elaborate on which tool can aid the advertising body to put the customer at the center of their decisions. The paper would have informed its readers how AI and machine learning could have been used to determine what customers want. It should have included the AI technologies available to conduct this activity.

Artificial Intelligence Tools and Case-Based Reasoning Approach for Improvement Business Process Performance

The research paper published by Alexander Vujovik, Zdarvako Krivokapic, and Jelena Jovanovich, uses data to create a quality management system that allows corporations to improve business process performances. The research seeks to develop an expert system for businesses to use to improve their production process. In other words, the research was developing AI tools to be used by companies for better performance. The paper uses various data sets to compile the expert system. The researchers also use a human body process as an analogy to their network when solving business problems. This essay is essential in the discussion on creative media and AI: the expert system can be used by media companies to improve their media content production process.

Conclusion

It is undeniable that artificial intelligence will play a significant role in the media industry. The articles that this paper has reviewed list several benefits of applying AI in communication companies. Consumer satisfaction is the number one advantage since AI simplifies the process of identifying customer preferences. However, it is clear from this paper that this is a developing area that necessitates further research. More AI tools are on their way. The public can, therefore, expect better user experience of media content with the help of AI.

References

Duanmu, Z., Zeng, K., Ma, K., Rehman, A. and Wang, Z., 2016. A quality-of-experience index for streaming video. IEEE Journal of Selected Topics in Signal Processing, 11(1), pp.154-166.

Gentzkow, M., 2018. Media and artificial intelligence. Working Paper.

Hurley, R., Gropper, M. and Roma, G. (1996). The Role of TQM in Advertising: A Conceptualization and a Framework for Application. Journal of Marketing Theory and Practice, 4(3), pp.11-23.

New European Media (2018). AI in the Media Creative Industry. New European Media.

Rodriguez, D., Rosa, R., Costa, E., Abrahao, J. and Bressan, G. (2014). Video quality assessment in video streaming services considering user preference for video content. IEEE Transactions on Consumer Electronics, 60(3), pp.436-444.