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DPP Podcast
Artificial Intelligence in Media Part 2: Calm reflections with Sanjeevan Bala, ITV Chief Data & AI Officer
Nov 17, 2023
Sanjeevan Bala, Chief Data & AI Officer at ITV, discusses the opportunities and challenges of AI in media, including running immersive AI workshops with ITV leadership, commoditization and consumerization of AI capabilities, and when to partner, build, or buy AI solutions. They also touch on integrating AI into data strategy, the future impact of AI in the media industry, aligning data strategy with business goals, and the importance of having a business strategy for AI initiatives.
33:52
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Quick takeaways
- Media organizations have a unique advantage in leveraging AI and data by fine-tuning large language models with their own content assets.
- ITV aligns data and AI initiatives with their business strategy to ensure they contribute directly to growth and involve colleagues in demystifying AI.
Deep dives
The Role of Large Language Models
Large language models are described as being an inch deep and a mile wide, meaning they have broad knowledge but lack depth. Media organizations, on the other hand, have a narrower but deeper understanding of their content and its cultural significance. The IP and content assets owned by media organizations give them a unique advantage in leveraging AI and data to drive value. While large language models have their uses, the real value comes from fine-tuning and enhancing them with the media organization's own content assets, which contain nuanced language and cultural context.
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