Cognitive Artificial Intelligence


Cognitive Artificial Intelligence

The Invisible Invasion of the Media Business

Artificial Intelligence (AI) has been around since the 1950s, but AI and cognitive technologies have only recently taken off in business.

Millennials and younger generations already spend more time streaming content than watching TV, which creates an enormous opportunity for both content creators and advertisers to forge a personal relationship with end consumers. Personalized content is in high demand, shared via social media platforms every day.

Social media channels have become the top destinations for content consumption, even enabling consumers to generate their own content. In the most recent digital news report by the Reuters Institute, 51% state social media are one of their sources of news each week, while 36% say they are comfortable with automatically selected content based on past consumption. In particular, younger generations are more comfortable with algorithms than with editors. In fact, only 40% in the EU agree that they can trust news organizations and journalists most of the time.

It looks like power is shifting between traditional and new media, therefore continuing to learn about new technologies and their business solutions is crucial for understanding the new media landscape.

This paper aims to shed light on the next promising technology that has the potential to disrupt media: Cognitive Artificial Intelligence. But why is cognitive artificial intelligence ready to change the game for the whole media sector?


What is AI?

While some say that machines are not (yet) capable of true Artificial Intelligence, it is a broadly accepted idea that an AI refers to a system created by humans that is able to perform tasks that would otherwise require a human being. More precisely: Cognitive AI is based on programs and/or computers with the following abilities:

  1. Cognition - The ability to identify objects visually, understand and transcribe human speech, and understand texts
  2. Memory - The ability to hold knowledge and to store it somewhere
  3. Learning - The ability to create knowledge about the world that can be used for reasoning
  4. Reasoning - The ability to use knowledge about the world in order to deduct conclusions from available information

Interestingly, we now even see systems emerging that show the first signs of imagination, which of course is of special interest to the media industry where products are often the result of creative work.


Stages of AI

Source: Deloitte

What is Cognitive Artificial Intelligence?

Cognitive Artificial Intelligence is a stage in automation technology where cognitive technology augments human decision-making capabilities, while gradually being able to perform certain judgmentbased tasks independently in a manner similar to human beings.


To find out more about Cognitive Artificial Intelligence in the Media Business download the full report.