ABU DHABI: A panel on the second day of the Global Media Congress explored how AI and data analytics are transforming decision-making in media and beyond, addressing challenges like disorganized data, organizational resistance, and privacy concerns. It highlighted AI’s role in enhancing content creation, trend identification, and personalized user experiences while stressing the importance of aligning AI implementation with business objectives and fostering team collaboration.
According to Emirates News Agency, Isabella emphasized the need for well-organized data to maximize AI’s potential. She championed a use-case-first approach, where business needs dictate data analysis, and urged professionals to enhance data literacy, understand structured and unstructured data, and master ‘prompt engineering’ for effective AI interactions. She also stressed the enduring importance of human skills, such as storytelling, to complement AI’s capabilities in media decision-making.
Carlo highlighted AI’s practical applicat
ions, including analyzing social media sentiment to predict trends and uncover emerging stories. He discussed AI’s ability to provide strategic insights into audience preferences, shaping long-term content strategies. Pepe identified barriers to adoption, such as disorganized data and stakeholder resistance, emphasizing the need for transparency, collaboration, and quick wins to build momentum. He cautioned against “shadow AI,” where employees use AI tools covertly, and called for clear policies to ensure ethical use.
The discussion also explored how behavioral science complements data-driven tools in refining decision-making. Both speakers stressed the importance of understanding the rationale behind AI-generated recommendations to ensure accuracy and ethical outcomes. They emphasized that AI enhances, rather than replaces, human expertise, urging leaders to adopt AI thoughtfully.
The session concluded by highlighting AI’s transformative potential while acknowledging the complexities of its adoption. With
clear strategies and ethical frameworks, AI can turn raw data into actionable insights, empowering leaders to make informed and impactful decisions.