New AI tools are transforming the way media data is used
“AI is now able to understand context and sentiment far more accurately than ever across a range of channels. This can help organisations understand public opinion about their brand and their competitors in real time, and respond to emerging trends or crises more quickly,” he says.It can also use historical data to predict future trends. By predicting the popularity of a news topic based on past trends, it can help businesses focus their resources on the most impactful stories.
“We need the human touch to verify and validate AI outputs, better understand context, detect nuances in language and tone, and overlay strategic insights.
It’s crucial, he says, to establish an ethical framework around the use of AI, given its potential for bias and the impact that can have on the insights derived from media monitoring.
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