Skyline University Nigeria

AI and Media Analytics

The Role of Artificial Intelligence in Media Analytics


Artificial Intelligence (AI) has the potential to help media and publishing organizations make informed investment decisions in producing content that appeals to their target audience by predicting what people want to see in the future and making connections with their preferences.

Artificial Intelligence and Media

According to Sadiku, Ashaolu, Ajayi-Majebi and Musa (2021), the cognitive science of artificial intelligence (AI) studies intelligent machines that can carry out tasks that were previously solely done by humans. Its primary focus is on using computers to perform activities that call on cognitive, perceptual, reasoning, and comprehending skills.

AI systems can be taught to tailor experiences by taking advantage of unique behaviors, interests, preferences, and beliefs. Machines can be trained to mimic human behavior. They can provide them the capacity to hear, see, move, write, and speak. AI is far more adept than humans at picking up these habits. AI technologies are being employed in a variety of industries to automate and boost the effectiveness of various tasks.

The media can become more financially empowered by using AI to detect potential subscribers. The growth and stability of the media are positively associated with the quantity of advertisements and subscribers. Media firms have the chance to provide more choices to keep advertising and current subscribers among the shifting interests (Sančanin and Penjišević 2022).

Media Analytics and the Fourth Industrial Revolution

Sančanin and Penjišević (2022) assert that “predicting future trends in the media industry is one of the biggest challenges, not only because of the number and variety that are conditioned by technological changes but also because of the increasingly demanding media audience that expects personalized content.”

With its vast amount of data and analytics, artificial intelligence plays a crucial role in this context at every point of the value chain (Bhandari, 2020):

  • The role of AI in content creation – Predictive analysis of consumed viral media and sentiment analysis of consumed owned media can provide guidance on future content trends.
  • The role of AI in content aggregation – AI-driven automatic tagging of media metadata can help connect different media and identify appropriate content.
  • The role of AI in content distribution – AI can be used to recommend the right content, in the right format and at the right time, to audiences to increase engagement.
  • The role of AI in content consumption – Based on content consumption analysis and sentiment analysis, future trends can be rediscovered or enhanced.

By transforming data into text, photos, and videos, AI may produce media content using algorithms. These activities are also known as automated journalism or robotic journalism in literature; nonetheless, because of the objective fear of losing editorial and journalistic jobs and the inability to stop the creation and dissemination of fraudulent content, mass implementation has not occurred.

Advanced AI techniques are increasingly present in the design of hybrid workflows between media creators and AI, making that process visible through the analysis and creation of numerous and diverse media contents, starting from marking and selecting data, writing news, modeling comments, all the way to checking facts and content verification (Trattner et al., 2022).

The importance of AI can be seen primarily through its relevance in the process of creating multimedia content. Based on predefined criteria and previous experience, the algorithm detects pieces of visual content that may be acceptable for different textual content.


Within the media industry, which is beset by false information and irrelevant and untrustworthy content, artificial intelligence (AI) has the potential to significantly impact not only journalism but also the way in which economic viability and public interest protection are thought of. Journalists are expected to make the most of AI-powered tools in this predetermined media landscape so they can concentrate on their core duties and save time and money.


Bhandari, K. (2020). Artificial Intelligence: The Game Changer in Media & Publishing. Nagarro, USA.

Sadiku M. N., Ashaolu, T. J., Ajayi-Majebi, A. & Musa, S. M. (2021). Artificial intelligence in social media, International Journal of Scientific Advances. Vol. 2 (1).

Sančanin, B. & Penjišević, A. (2022). Use of artificial intelligence for the generation of media content, Social Informatics Journal, 1(1), 1-7.

Trattner, C., Jannach, D., Motta, E. et al. (2022). Responsible media technology and AI: challenges and research directions. AI Ethics, 2: 585-594.

Nusaiba Ibrahim Na’abba is the Content Writer in Skyline University Nigeria. She has a degree in Mass Communication and a Masters in Communication Studies from Bayero University Kano (BUK).