• Member Login
  • Contact
  • Resources

Lost your password?

  • English English English en
  • العربية العربية Arabic ar
  • Indonesia Indonesia Indonesian id
  • Melayu Melayu Malay ms
  • Български Български Bulgarian bg
  • hrvatski hrvatski Croatian hr
  • Čeština Čeština Czech cs
  • Dansk Dansk Danish da
  • Suomi Suomi Finnish fi
  • Français Français French fr
  • Deutsch Deutsch German de
  • Ελληνικά Ελληνικά Greek el
  • हिन्दी हिन्दी Hindi hi
  • Italiano Italiano Italian it
  • 简体中文 简体中文 Chinese (Simplified) zh-hans
  • Norsk bokmål Norsk bokmål Norwegian Bokmål no
  • Română Română Romanian ro
  • Русский Русский Russian ru
  • српски српски Serbian sr
  • Slovenčina Slovenčina Slovak sk
  • Slovenščina Slovenščina Slovenian sl
  • Español Español Spanish es
  • Svenska Svenska Swedish sv
  • Tagalog Filipino Tagalog Filipino Tagalog Filipino tgl
  • Tamil Tamil Tamil ta
  • ไทย ไทย Thai th
  • Türkçe Türkçe Turkish tr
  • اردو اردو Urdu ur
  • Tiếng Việt Tiếng Việt Vietnamese vi
  • 日本語 日本語 Japanese ja
AMEC
Search Search

International association for the measurement and evaluation of communication

  • Education
    • AMEC Online College
      • AMEC Training Opportunities
      • AMEC Academic Scholarship (SAREC)
      • AMEC Certificate in Measurement & Evaluation
        • FAQs – AMEC Certificate Course
        • AMEC Certificate Alumni
        • Student Testimonials
        • AMEC IEF Tutorial Course
        • Diploma – Coming 2025
      • AMEC Foundation in Measurement & Evaluation
        • FAQ’s – AMEC Foundation Course
      • AMEC Academic Advisory Group
      • AMEC Student of the Year Awards
      • AMEC Academics and Educators Special Interest Group (SIG)
  • Resources
    • Integrated Evaluation Framework (IEF)
      • AMEC IEF Tutorial
    • Barcelona Principles 3.0
    • Measurement Maturity Mapper – M3
    • Say No to AVEs
    • GDQ Data Quality Excellence Pledge
    • MEL Manual for Public Communications
    • Videos
    • Case Studies
    • AMEC Innovation Hub Series
    • 2023 AMEC Agency White Paper
    • AMEC Planning Resources
    • Measurement Methodology
    • 2023 AMEC APAC Market Insights Paper
    • AMEC Measurement Month
    • Find a Speaker
  • Events
    • Events Calendar
      • Events & Webinars
      • Chatham House Rules
    • Measurement Month
      • 2024 Events
      • 2023 Events
      • 2022 Events
      • All Events
    • Summits
      • All Summits
      • 2025 Global Summit – Vienna
      • 2024 Global Summit – Sofia
      • 2023 Global Summit – Miami
      • 2023 Regional Summit – Jakarta
      • 2022 Global Summit – Vienna
      • 2021 Global Summit – Virtual
      • 2020 Global Summit – Virtual
      • 2019 Global Summit – Prague
      • 2018 Global Summit – Barcelona
      • 2017 Global Summit – Bangkok
    • 2025 AMEC Global Communication Effectiveness Awards
      • 2025 Awards
      • 2024 Awards Winners
      • 2024 Awards
      • 2023 Awards Winners
      • 2023 Awards
      • 2022 Awards Winners
      • 2022 Awards
      • 2021 Awards Winners
      • 2021 Awards
      • Past Award Winners
      • Don Bartholomew Award Winners
  • About
    • Who We Are
      • About AMEC
      • AMEC Board of Directors
      • AMEC Special Interest Groups
      • Partners & Alliances
      • AMEC Don Bartholomew Award Winners
    • Chapters
      • Asia Pacific Chapter
      • European Chapter
      • Latin America Chapter
      • Middle East and Africa Chapter
      • North American Chapter
  • Insights
  • Membership
    • Join AMEC
      • AMEC Special Interest Groups
      • AMEC Global Chapters
      • Membership Categories
      • Member News Sign-Up
    • Membership Directory
      • See all Members
    • AMEC Board Elections
      • AMEC AGM 2024
      • AMEC Elections 2024
      • AMEC Elections 2023 Results
      • AMEC AGM 2022
      • AMEC Elections 2022 Results
      • AMEC AGM 2021
      • AMEC Elections 2021 Results
      • AMEC AGM 2020
      • AMEC Elections 2020 Results
      • AMEC Elections 2019 Results
    • Exclusive for Members
      • Member News Sign-Up
      • AMEC General Webinars (members only on-demand)
      • AMEC NFP SIG “Ask the Experts” Series
      • All Measurement Month Events
      • AMEC Agency Toolkit Series
      • AMEC North America Chapter “Ask the Experts” Series
      • AMEC European Chapter – Hints and Tips
      • AMEC Global Membership Survey
  • Resources
  • Menu Menu

Delving into AI’s transformative role in media analytics: An AMEC roundtable discussion

You are here: Home » AMEC Innovation Series » Delving into AI’s transformative role in media analytics: An AMEC...

Delving into AI’s transformative role in media analytics: An AMEC roundtable discussion

30th April 2024/in AMEC Innovation Series, Chapters and Regions, News AMEC European Chapter, Maya Koleva/by Julie Wilkinson

 

DALL·E: A conceptual image of a diverse group of industry leaders engaged in a roundtable discussion about Artificial Intelligence in media analytics.

Industry leaders from AMEC member companies convened on April 22, 2024 in a roundtable conversation to discuss the integration of Artificial Intelligence (AI) in media analytics. 

The event was hosted by AMEC Board Directors Simon Gebauer (Observer Media) and Maya Koleva (Commetric), with coordination from AMEC EU Chapter Co-chair Sophia Karakeva (DataScouting). The roundtable special guests were Alicja Bors (Ruepoint), Nesin Veli (Identrics), Michal Hrones (Newton Media) and Stavros Vologiannidis (DataScouting). The open format invited contributions from the audience and open questions.

Leveraging AI in Media Measurement

The roundtable began with Simon Gebauer seeking insights into the current use of AI within the industry. This prompted discussions about AI’s role in enhancing functions like tagging, sentiment analysis, and summarizing extensive media content to provide digestible insights for clients.

Alicja Bors from Ruepoint highlighted the tailored approach their team adopts in developing AI solutions for each client, emphasizing the importance of continuous interaction and feedback. “It’s crucial to maintain a strong, ongoing connection with the client and continuously refine AI tools based on their feedback,” she explained.

Diverse Client Reactions and Strategic Adaptations

The discussion also touched on the mixed reception of AI technologies among clients. Alicja noted variability in acceptance, with some eagerly adopting AI tools, while others remain reserved, waiting for clearer regulatory guidance. This underscores the necessity for transparency in integrating and communicating AI’s role in media products.

Nesin Veli from Identrics discussed the proactive interest clients have in generative AI and large language models (LLMs), highlighting their potential impact at various levels from personal to company-wide implementations. “A lack of enthusiasm on the part of clients is something that we have never complained of in the PR and communication industry”, Nesin jokingly said. According to him, clients are very engaged and keen to utilize the latest AI technologies, despite the potential risks.

Ethical and Legal Considerations

A substantial part of the conversation was dedicated to the ethical and legal challenges of employing AI in media analytics. The experts discussed the legal landscape surrounding AI-generated content, emphasizing the need for careful navigation to balance innovation with compliance.

Nesin Veli advocated for using on-premise solutions: “Everything is vacuumed off the internet and everything is done on premises, where we can control the input and the output. And really these smaller custom built models – the results so far show that they can do the specific tasks well without breaking any legal and ethical codes. These models are oftentimes more interpretable than the large models that you can use.”

Stavros Vologiannidis from DataScouting highlighted the crucial first steps in AI integration, focusing on data ownership and the appropriate platforms to leverage AI effectively. “The first step in adopting AI is ensuring you have control over your data and the right infrastructure to support AI technologies,” Stavros noted. He also discussed the broader implications of AI, from traditional applications like image and speech recognition to more advanced uses involving large language models.

Technical Challenges and Future Prospects

Michal Hrones of Newton Media brought up the technical challenges related to integrating AI within existing data systems, stressing the importance of developing sustainable AI models capable of managing vast datasets without quality compromise.

Stavros Vologiannidis added to the conversation by underscoring the importance of scalable AI solutions. “Scaling AI applications requires significant resources, not just in terms of technology but also financial investment. Combining smaller language models with traditional techniques can provide a balanced approach to leveraging AI in media analytics,” he explained.

In the conclusion of the roundtable, Simon Gebauer introduced a final, intriguing question from the audience, challenging the panelists to choose just one Large Language Model (LLM) for all their media analytics work. The responses highlighted diverse preferences and strategic considerations unique to each panelist’s organizational needs and experiences. Alicja Bors diplomatically declined to specify a single model, emphasizing the variety of tools at her disposal. Nesin Veli advocated for custom, in-house models tailored to specific use cases, underlining the importance of data ownership. Stavros Vologiannidis echoed this sentiment, expressing satisfaction with both Mistral and Lama models due to their alignment with DataScouting’s data sovereignty principles. Michal Hrones also favored bespoke solutions developed internally to leverage proprietary data effectively. Maya Koleva, while a proponent of OpenAI’s models for their robust capabilities, stressed the necessity of adapting the choice of LLM to the specific data security and client requirements of each project, underscoring a commitment to continuous experimentation and innovation in the use of AI technologies in media analytics.

Lookout for more conversation on AI in just a few weeks’ time – see the AMEC Global Summit 2024 programme – and register now for in-person or virtual attendance!

Listen to the full roundtable in the AMEC Member area here.

The article is produced by a CustomGPT based on a full transcription of the roundtable conversation.

Tags: AI, European Chapter, Measurement, PR, Tools Analytics
Share this entry
  • Share on Facebook
  • Share on X
  • Share on LinkedIn
  • Share by Mail
https://amecorg.com/wp-content/uploads/2024/04/Picture1.jpg 248 435 Julie Wilkinson https://amecorg.com/wp-content/uploads/2019/09/Large-amec-logo-master-1024x232.png Julie Wilkinson2024-04-30 09:16:312024-04-30 13:09:35Delving into AI’s transformative role in media analytics: An AMEC roundtable discussion

News and Spotlights

News

Pledge Support for the Global Data Quality Intiative

10th March 2025

News

The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

12th February 2025

See more News Stories
View Measurement Month Events
Visit the AMEC Resource Centre
Amec News

Keep up to date with the latest news and trends



By clicking Submit, you have read and agreed to receive emails from AMEC. You can find more in our Privacy Policy.

Connect with AMEC

Quick Resources

  • M3- Measurement Maturity Mapper
  • Integrated Evaluation Framework
  • GDQ Data Quality Excellence Pledge
  • PR’s Guide to Measurement
  • Events Calendar
  • Measurement Month
  • Speakers Bureau
  • Resources

Member Areas

  • AMEC Global Membership Survey
  • Membership Directory
  • Exclusive for Members
  • Privacy Policy Terms and Conditions
  • Sitemap
  • Resources
Copyright © 2025 AMEC. All Rights Reserved. All Trademarks Acknowledged. - Website by Blaze Concepts
Link to: Academic Sponsorship at the 2024 AMEC Global Summit Link to: Academic Sponsorship at the 2024 AMEC Global Summit Academic Sponsorship at the 2024 AMEC Global Summit Link to: Copyright Survey Launched – Important Industry Collaboration Please participate Link to: Copyright Survey Launched – Important Industry Collaboration Please participate Copyright Survey Launched – Important Industry Collaboration Please p...
Scroll to top Scroll to top Scroll to top