AI Is Transforming Media Forever, Here's How

AI Is Transforming Media Forever, Here's How

The media industry has always been driven by creativity, but the creative act itself is inherently unpredictable. This unpredictability poses a risk for media companies, as they constantly seek ways to de-risk creativity. De-risking strategies act as a safeguard for media companies, reducing the downsides while also flattening the upside of their creative work to some extent.

One effective strategy is to summarize other people's work. It is often easier to summarize something interesting rather than creating it from scratch. By summarizing existing content, media companies can leverage the success of others and present it in a new format for their own audience. This approach has been successfully implemented by early Buzzfeed, which took popular posts from Reddit and rewrote them as listicles, resulting in viral content.

Another approach is to find a content arbitrage. This involves taking a piece of content that has performed well elsewhere and reformatting it for a different audience. This method allows media companies to tap into the success of existing content while catering to their own unique audience. Content arbitrage has been a key strategy for many media organizations, including the renowned Glasp Hatch.

Creating a format is yet another way to de-risk creativity. Formats provide structure to the creative process, making it feel less like alchemy and more like filling out a Mad Libs. By following a predefined format, media professionals can create something new while minimizing the risks associated with uncertainty and unpredictability.

Shorter and shallower content also reduces complexity and makes the creative process easier. Complexity tends to increase exponentially with the length and depth of creative output. By making content shorter and shallower, media companies can streamline the creation process, making it more efficient and less prone to errors.

The concept of sequels is not limited to the film industry. Media companies can also benefit from remixing something old rather than coming up with something entirely new. This approach allows them to build upon existing ideas and content, reducing the risk associated with creating something from scratch.

Interviewing people is another effective strategy for de-risking creativity. Engaging in an interesting conversation and then summarizing it requires less effort than generating new ideas from scratch. Platforms like Lenny's newsletter have successfully implemented this approach, providing valuable content through conversations and summaries.

While these de-risking strategies have been beneficial for humans in the media industry, they also make it easier for AI to automate the creative process. Summary-based media products, shorter pieces, and content arbitrages are all prime targets for automation. However, this shift also presents opportunities for individual writers.

Individual writers now have the opportunity to create more media products on their own, with a cost structure that resembles software development rather than traditional media. This shift allows writers to devote more time to research, gathering new facts, and writing longer, more interesting articles that are less amenable to automation. By embracing these tools and leveraging them effectively, writers can create high-quality work with greater leverage.

It's important to note that there is also risk involved for writers who are currently producing de-risked editorial products as part of their job at larger media companies. However, by learning to use these tools today and gaining better leverage, writers can continue to create impactful work while adapting to the changing landscape of the industry.

In conclusion, AI is transforming the media industry in significant ways. De-risking strategies have made it easier for both humans and AI to create content, but they also provide opportunities for individual writers to create more meaningful and less automatable work. By embracing tools and techniques that enhance creativity and leveraging them effectively, writers can navigate the evolving landscape of media and continue to produce high-quality content.

Actionable Advice:

1. Embrace and learn to use AI-powered tools to enhance your creative process and leverage automation where appropriate.
2. Focus on creating longer, more in-depth articles that are less amenable to automation, allowing you to provide unique value and insights.
3. Seek opportunities to interview and collaborate with other professionals in your field, summarizing their expertise and adding your own insights to create compelling content.