138 FEATURE With such capabilities powering and enhancing media platforms, Crownshaw predicts that long-held ambitions for media transformation could be realised. “If media platforms are the new operating model regardless of whether you sell that platform to business or fans, and those platforms are connecting people to content, then AI in media has finally caused a tipping point for transformation over 40 years in the making,” he says. “As we move towards 2030, we will see unrelenting change for business and technology. Data will get better, more real time, and lead to better decision making and make the future of spatial computing entertainment get here faster.” Crownshaw’s optimism about the potential for transformation by 2030 is reflected in the way Microsoft is working with its partners. The company is highlighting the advantages for organisations in learning about and using AI technology as soon as possible, rather than taking a cautious approach. “I’m encouraging all of our customers to get off the sidelines,” says Crownshaw. “Get involved, test it out, try and understand which areas it can help them in. If they can do things in a more efficient, cost-effective way that still gives an amazing output, then why say no to that? I think the customers who move all in on this first will see the biggest benefit, because they’ll be able to train their systems to become better and do more over time. With AI, Microsoft is providing an unmissable reason to bring all corners of media to the cloud to take advantage of the technology and gain differentiation and productivity that will be a corner stone of media strategies moving forward.” Both new entrants and large, established media organisations will therefore be looking to secure the advantage in the race for AI in the coming years. For small startups, this represents a chance to break into the market with exciting new content at a scale they would never previously have been able to match, while large organisations will be pushed to consider how they need to adapt to make full use of the potential benefits. “Both large and small organisations will see the same advances as we move towards 2030, but they’ll have their own complexities around how they implement the new technologies,” AI has the potential to enable a range of new forms of content
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