How Media Leaders Will Make AI Work in 2024, from HubSpot’s VP of Media

Simply earlier than the vacations I had a chat with HubSpot’s VP of Media, Jonathan Hunt.

Jonathan’s a badass innovator who’s led advertising and viewers progress for an extended listing of cool media organizations, from Advanced Networks and Nationwide Geographic to Vox Media and VICE. So naturally I used to be curious the place he sees the media enterprise moving into 2024.

Right here’s his take: Utilizing AI within the media will go from gaffes and skepticism to necessity in 2024. That is the yr media leaders, creators and operators begin to make AI work.

Supply: Google Developments, six-month rolling common

He’s onto one thing. The market measurement of AI use in media and leisure reached $19.8B in 2023, a quantity that’s poised to 5x in 2030. 

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What’s Driving The Development

From newsrooms to movie studios, the media business is adopting AI en masse and feeling its impression on their work. Jonathan sees three forces driving AI to be much more embraced in media orgs this yr: 


Creating worth for customers is the unchanging rule within the media and leisure world. If AI can proceed to assist creators and operators be extra environment friendly, then it turns into a necessity and fewer of a risk.


The world round us is already moving into a extremely private and curatorial AI route. It’s evident in: 

  • What we get served up in Google search outcomes
  • What we uncover on Netflix and Spotify
  • What newsletters we obtain in our inbox

The ingrained product experiences and editorial expectations of audiences decide how they have interaction. Media corporations that get AI personalization proper will win viewers mindshare, and far more.


AI might appear to be a risk immediately, however so was information and video, as soon as. Right this moment they’re instilled within the DNA of contemporary media firm cultures – you’ll be able to’t take into consideration creating and distributing content material with out the 2.

However at one level, information and video have been in the identical bucket as AI. The businesses that have been early to experiment and make it work for them received out forward and, in lots of instances, nonetheless are.

How Media Leaders Will Make AI Work

Regardless of many media orgs experimenting with AI, few have moved previous experimentation and really unlocked AI’s potential to assist creators and operators on the bottom.

AI use in media is under the median maturity stage. Supply: Accenture

Listed here are 3 ways media leaders can guarantee AI have an actual impression on their companies in 2024: 

1. They’re going to Cease Being Lazy

Let’s get one factor straight: AI can’t be a shiny object to goose your share worth, a top-down mandate, or the panacea for declining site visitors and income.

However in so many instances (like this, this and this), that’s the way it’s seemingly been deployed in media groups.  

This isn’t solely aggravating current considerations round AI use and ethics – and rightfully so – it’s additionally simply lazy.

The leaders that reach 2024 would be the ones that do the work of constructing AI work, largely behind the scenes, for his or her media companies.

2. They’re going to Construct Correct Methods

Media leaders ought to work with journalists and content material creators, establish the ache factors of their processes, and construct accountable AI methods that empower them to do issues they could not do alone.

The system can assist with:

  • Gathering huge datasets that might’ve in any other case taken hours or days to supply

  • Producing first drafts of translated tales to be edited and revealed for higher viewers attain

  • Taking seeds of story concepts and offering new avenues to take them

These leaders additionally have to create governance frameworks to make sure transparency, accountability, and equity. However above all, they’ll should suppose people-first, for those that are utilizing AI in addition to the audiences they should attain.

3. They’re going to Should Handle AI’s Model Downside

The portraits of tech-noir dystopias the place people are knowingly (however typically unknowingly) in service to a threatening technological pressure aren’t doing anybody any favors.

The portrayal of AI may be menacing, and all these AI-related blunders advance that narrative. Whilst you’ve gotta break a number of eggs to make an omelet, it’s important to proactively deal with the errors, and study to not repeat them.  

For instance, media leaders ought to be sure that their AI-enabled productiveness is one which informs the inventive processes, moderately than drives it. And do not forget to collaborate with content material and product groups to plot this method, moderately than it coming from the highest down.

The excellent news is, extra media orgs are committing to this mission and taking AI adoption significantly. It’s an thrilling development to maintain watching within the years to return.

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