Across sectors, artificial intelligence (AI) is fundamentally changing interaction models. This is especially true for the Media & Entertainment (M&E) sector. Studio-grade content competes for attention with creator-led feeds. Publisher content is being disintermediated by agentic interfaces, reducing organic traffic to their platforms.
Consumers are increasingly relying on personal AI assistants to decide what to watch or buy, shifting control over discovery and engagement away from media companies and toward the platforms that power these agents. So, the question becomes: what does this mean for marketing and marketers?
Adobe’s State of Customer Experience in Media & Entertainment in an AI-Driven World1 found that 96% of M&E marketers are expected to directly drive revenue. Marketers must fundamentally rethink the capabilities they need to enable this growth. Investments in data foundations, digital supply chains and personalization at scale have laid the groundwork, but this will soon be table stakes. The next generation of growth will come from integrating AI as a native layer across marketing and content operations – to match the most relevant content to the right audience in the right format at the right moment.
1 Comment
Pingback: Cuba plunges into total blackout as electrical grid collapses again, US Embassy warns - Axiom Core