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Generative AI holds significant
opportunities for consumer media.

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It is reshaping the way we do publishing,

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we do broadcasting,
movies, music and gaming.

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And all of this is happening right now.

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It's going incredibly fast
and it will have a deep and lasting impact

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on our industry.

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As GenAI makes content creation much easier,

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strengthening trust will become paramount.

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The whole media ecosystem
needs to jointly ensure that consumers

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can easily identify the authenticity
and quality of the content they consume.

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Equally, for media workers,
a wholescale adoption

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of new technologies,
not only GenAI, is coming.

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We at BCG estimate that the effort
for an AI-driven transformation

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is 70 percent business
and people change,

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and our industry needs
to focus on this change journey ahead.

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Thus, for media executives, the immediate
priority is the race for efficiencies

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in operations and advertising,

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licensing and service operations,

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but also in striking the fine
balance between the opportunities

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GenAI brings for content creation
versus remaining original and distinctive.

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Equally important is the long-term
priority of how GenAI

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can grow the top line.

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You've got to think of personalization

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in the music industry,
or of re-using licensed content

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from the archive more efficiently
in automated FAST channels in video.

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Third, you have to make sure
that your internal GenAI developments

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are in line with the company's
purpose and brand.

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At BCG, we are doing that
with our responsible AI framework.

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And last but not least,
the industry must resolve copyright issues

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to remunerate rights owners,
whose intellectual property has been used

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to train these foundational models,
in a fair way.

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GenAI is showing its transformative powers
in the media industry first.

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Understanding how it works, how you use it
best and how others are using it already

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right now is an absolute must if you want
to stay successful in this game.