« Back to NEWS

Latest News

11 June 2024

AI-powered technologies open futuristic paths for content creators

By Dr. Naser Refaat, Chief Technology Officer, Rotana Media Group

In the ever-evolving digital ecosystem, content creation is taking a new course, which is driven by efforts to increase viewership and engagement metrics. This has intensified competitiveness in the field, pushing creators to come up with authentic, creative, and meaningful content. During this digital revolution, creators are not only focusing on unique substances but also embracing innovative technologies to retain their competitive edge.

By leveraging the potential of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), immersive experiences are being offered to the audience, enabling them to interact with content in the most innovative ways. Advanced technologies offer content creators a vast horizon of possibilities to be creative in the digital as well as entertainment landscape. One of the key benefits of AI-powered chatbots and interactive tools is their capacity to engage viewers in real-time, offering a more responsive and engaging user experience.

Over the years, content creation has evolved significantly adhering to the changing market trends. Earlier, content creation was solely dependent on conventional mediums such as print, radio, or television, however, with the advent of the internet, the field has ushered into a new phase, opening unanticipated avenues of opportunities. Digital platforms, such as websites, blogs, and online publications, offer easy global reach for content creators. The technological innovations in the realm of digital cameras and editing software further empowered content creators.

Similarly, the proliferation of high-speed internet, digital media, and social networking sites have created substantial changes in consumer behaviour. To address this change, industry players are exploring new transformative technologies like artificial intelligence (AI). By automating repetitive processes such as video editing, data analysis and content management, integration of AI tools has proved crucial in optimising the content creation process and enabling creators to increase productivity by concentrating on creative and strategic planning.

For instance, Natural Language Processing (NLP), a branch of AI, can help creators analyse text data to extract key insights, identify trends, and generate written content. AI-powered content generation tools can automate the process of creating written, visual, or audio content based on predefined parameters. Likewise, AI-driven storytelling tools and software such as DALL-E or GPT can inspire creativity in humans and help them to stay in line with current trends by proposing variations of the material and fresh concepts, further inspiring creativity in human producers. It can also analyse data for content planning, real-time assistance in production, support the editing process, ensure inclusivity and global accessibility, and optimise content delivery.

According to market studies, in 2023, the generative AI in content creation was valued at USD 11.6 billion and is anticipated to reach USD 163.8 billion by 2033, with an increase of 31.20 per cent in compound annual growth rate (CAGR) during the period. This data indicates the scope of AI in the field of content creation. As AI has developed, it has given content creators new possibilities for generating revenue including dynamic advertising, user-preference-driven subscription models, and targeted marketing campaigns.

The integration of content creation and AI technology has significantly restructured the field. The market is now witnessing the emergence of new platforms and tools, which helps analyse changing audience preferences and create content accordingly. AI-driven content platforms such as content management systems (CMS) use various algorithms to help refine SEO strategies and optimise performance.

Currently, the influence of AI-generated content is not limited to the media or entertainment industry, it can be seen across various sectors including marketing, education, and e-Commerce. With personalised and interactive content starting to transform conventional approaches and methodologies, AI-driven content personalisation tools are extensively used to analyse evolving consumer behaviour, preferences, and demographics. By identifying various content forms that engage different segments of the audience, creators can tailor-deliver targeted marketing messages and customised experiences that improve viewer experience and engagement.

Amid the increasing influence of AI technologies in the field of content creation, industry experts are pushing their limits to understand and leverage its possibilities. In line with this, CABSAT 2024, the Middle East’s flagship event for content, broadcast, satellite, media, and entertainment, took place at Dubai World Trade Centre from May 21 to 23, 2024, which explored the role of AI in increasing productivity and creativity, and evaluated its possible impact on media companies. In an increasingly digital and data-driven world, content creators and marketers can remain ahead of the curve, boost engagement, and create lasting connections with their audience by utilising AI-powered tools and approaches for content creation.

Book a Stand