The last year saw a significant increase in the debate around Artificial Intelligence (AI). While forms of AI and machine learning like chatbots and predictive algorithms have been in use for some time, interest in (and concern about) AI has been stimulated by Generative AI, artificial intelligence that generates text, images, or other media. Text tools like ChatGPT and graphics packages like Midjourney are ‘trained’ by input data to learn patterns and structure so they can generate new data that has similar characteristics. This is a significant development, as experts seek to understand the likely impact on society, the economy, and the future of mankind.
For the seventh in our series of industry white papers in which we consult industry experts GfK set out to understand how the media business specifically is reacting and adapting to the opportunities and challenges presented by Generative AI.
