Nine Entertainment has big plans for using AI (artificial intelligence) to drive content production, operational efficiency and commercialisation.
The media group also wants to be compensated for platforms using Nine content to train AI systems.
Competitor News Corp is already in talks with global digital platforms about being paid for premium content used in AI.
Publishers argue they should be compensated for the content being scrapped from the internet and then used to enhance the returns from AI.
Nine CEO Mike Sneesby talked about the opportunity when briefing analysts on full year profit results.
“Much has been written particularly over the past six months about the impact of artificial intelligence or AI, and specifically generative AI, on the media sector as well as the rest of the Australian economy," he says.
“Understanding the opportunities and potential threats of AI is part of the day to day operation of our business.
“AI is already embedded in many of Nine's current operations. Some specific areas where AI is in use include user segmentation and engagement optimisation across our 14.2 million signed in 9Now users, as well as personalised content recommendations, and process automation across our publishing assets, and to Stan.
“Nine will also shortly introduce advertisers to our new digital video advertising platform which uses generative AI to create and distribute bespoke video advertising across 9now.
“We also see potential for Nine to use AI to drive meaningful, longer term benefits in content production, operational efficiency and commercialisation throughout the business.
“Of course, there'll be challenges as well, the most immediate being that of companies utilising our content and data as the basis for training AI platforms.
“This is not unlike the reliance the social media platforms have on Nine content, which resulted in mutually beneficial commercial agreements supported by the news media bargaining code.
“We continue to look for positive engagement with the government to address the potential risks, which the growth of AI will pose to the local media landscape.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.