149 MEDIA & COMMUNICATIONS Media organisations can use AI to unlock powerful new experiences for viewers - but only with the support of a solid foundation of data “ Microsoft offers a comprehensive stack to help media organisations manage and activate their data” where the richness of content and metadata is both a blessing and a challenge.” That recognition shifts the focus from the promise of AI to the groundwork required to make it truly effective. Real progress depends on media companies reassessing the value of data itself, says Parker-Barratt. “Media organisations need to treat data as a strategic asset, not just a byproduct of operations,” he says. “That means investing in unified data platforms that can ingest, transform and activate data across the entire media supply chain.” From there, the challenge becomes figuring out how to organise that data so it serves both the business and the creative talent driving it. “The solution is to adopt federated data architectures that balance central governance with local autonomy,” says Parker-Barratt. “This allows creative teams to move fast while ensuring compliance and consistency. Microsoft Fabric is a great example as it enables organisations to build reusable data products, enforce governance and accelerate innovation across teams.” Technology, however, is only part of the picture. The way people approach and handle data day to day matters just as much, says Parker-Barratt. “They need to embed data stewardship into their culture,” he says. “AI doesn’t just need data; it needs trusted data. That means clear roles, robust metadata and responsible data practices. It’s not glamorous, but it’s the foundation of successful AI implementation and ultimately adoption as well.” Well-managed data can then be the launchpad for transformation, enabling media organisations to personalise content at scale, optimise campaign performance and unlock new monetisation models.
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