Reflections & Predictions: The impact of AI on media

Ownership models will continue to evolve in the coming year. While some owners may decide it’s time to make an exit, others will consider expansion into adjoining markets with opportunity. Overall audience growth will continue and there will be a focus on consumer and new advertising revenue that leverage local relationships.”

Dean Ridings, CEO of America’s Newspapers

In 2023 the media industry was marked by the rise of generative AI, an increased focus on privacy, sustainability and brand safety, and economic challenges. These changes also led to gains in innovation, advocacy and industry collaboration.

As we anticipate the new year, we asked leaders from media and advertising industry associations to share their thoughts about the past year, how global challenges will continue to impact businesses and what the industry should look forward to in 2024.

Here is who we interviewed:

• Sonia Carreno, president, Interactive Advertising Bureau of Canada (IAB Canada)
• Julie Ford, executive director, Digital Advertising Alliance of Canada (DAAC)
• Jason Kint, CEO, Digital Content Next (DCN)
• Derek Lackey, managing director, Response Marketing Association (RMA)
• Shannon Lewis, president, Canadian Media Directors' Council (CMDC)
• Bertrand Mossiat, outreach and development manager, Journalism Trust Initiative (JTI)
• Simon Redlich, president, International Federation of Audit Bureaux of Certification, and chief executive, ABC UK
• Dean Ridings, CEO, America’s Newspapers
• Jay Small, COO, Local Media Association (LMA)
• Fran Wills, CEO, Local Media Consortium (LMC)

In the first article of this two-part series, we asked industry organizations about the media industry’s greatest achievement in 2023 and the impact of AI technology in 2024. Click here to read Part 1

Click here to read Part 2 — What the media industry should look forward to, anticipated challenges, and what word should guide businesses in 2024