AI Is Transforming Media Forever, Here's How

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Jul 28, 2023
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AI Is Transforming Media Forever, Here's How
In the ever-evolving landscape of media, artificial intelligence (AI) is playing a transformative role. Media companies, which monetize creativity, have long sought ways to de-risk the inherently unpredictable creative act. De-risking strategies have traditionally flattened the upside of creative work while minimizing potential downsides. However, these strategies have also paved the way for AI to automate various aspects of the media industry.
One effective strategy employed by media companies is summarizing other people's work. It is often easier to summarize something interesting than to create it from scratch. By summarizing existing content, media outlets can provide valuable information to their audience while reducing the risk of creating entirely new content. Similarly, finding content arbitrage, where a piece of content that performed well elsewhere is reimagined for a specific audience, can yield viral success. Early Buzzfeed, for example, discovered that rewriting popular Reddit posts as listicles reliably garnered attention.
Creating a format is another way to structure creativity and reduce risk. Formats provide a framework for content creation, making the process more akin to filling out a Mad Libs rather than embarking on an unpredictable creative journey. Making content shorter and shallower also reduces the complexity and risk associated with creative output. The shorter and shallower a piece is, the easier it becomes to produce. Additionally, making sequels or remixing existing content eliminates the need to come up with something entirely new, a strategy commonly employed by Hollywood in its continuous stream of sequels.
Interviewing people is an effective way to generate interesting content without solely relying on individual creativity. Engaging in conversations with others and summarizing the insights gleaned from these interactions can provide valuable content for media outlets. This strategy is reminiscent of Lenny's newsletter, which often features conversations with notable individuals.
While these de-risking strategies have allowed humans to produce high-quality content, they have also made it easier for AI to automate media production. Summary-based media products, shorter pieces, and content arbitrage are all elements that lend themselves well to automation. As a result, individual writers now have greater leverage to create their own media products, with the cost structure resembling that of software development rather than traditional media production. This shift enables writers to devote more time to research and writing longer, more engaging articles that are less amenable to automation.
However, there are risks associated with writers who are currently producing de-risked editorial products as part of their work for larger companies. As AI continues to transform the media landscape, these writers may face challenges in adapting to the changing industry. To overcome these challenges, it is crucial for writers to embrace AI tools and leverage them to create exceptional work.
In conclusion, AI is undoubtedly transforming the media industry. De-risking strategies have allowed for the automation of certain aspects of media production, while also providing opportunities for individual writers to create their own media products. To thrive in this evolving landscape, writers should learn to utilize AI tools to enhance their leverage and produce high-quality work. By combining the power of AI with human creativity, the future of media holds immense possibilities.
Actionable Advice:
- 1. Embrace AI tools: Familiarize yourself with the AI tools available in the industry and learn how to utilize them effectively. These tools can enhance your productivity and help you create exceptional work.
- 2. Conduct meaningful interviews: Engage in conversations with experts and thought leaders in your field. Summarize and share their insights to provide valuable content to your audience.
- 3. Focus on in-depth research: As AI automates certain aspects of media production, invest your time in conducting thorough research. This will allow you to write longer, more engaging articles that cannot be easily replicated by AI.
By incorporating these actionable advice into your workflow, you can navigate the changing media landscape and continue to produce impactful content.
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