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Executive Report - By Thomas Baekdal - August 2017

How Publishers can get Started with AI

The one thing that everyone is talking about at the moment is artificial intelligence (aka AI), and I have received numerous questions from publishers asking how they should think about this.

So, in this article, we are going to cover, in detail, what AI means for publishers, and how publishers should approach it right now.

One thing I will not cover in this article is whether AI will 'take your job'. There are many concerns about future job markets in relation to AI and automation. In fact, even for a media analyst like me, I also face a future where I have to adjust and adapt to stay relevant. You can read about that in "AI May Soon Replace Even the Most Elite Consultants".

Because of this, I'm spending more and more time learning about AI. I know that it will be an important part of my future as an analyst.

So whether you are a journalist, an editor, a publisher... or even an analyst, things are going to change that will challenge your job, your focus, and the way you work.

But I'm not going to look at this any more in this article, we will focus on actually using AI to do new things.

AI is an empty term in a very expansive industry

Before publishers can start doing something about AI, we need to refocus on what it is.

The problem with most publishers is that when they hear about AI, they have no idea what it really means. And because of that, they get crippled because they don't know what to do about it.

This is not a critique of publishers because this is how everyone feels about AI... even the AI experts. The problem is that the term 'AI' doesn't mean anything specific, because AI is so many things.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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