25 Nov 2025, 15:59
The Role of AI in Media and Business in 2025
- AI is changing the measurement of impact in media, focusing on user engagement.
- Only 5% of projects based on AI deliver significant return, requiring a reassessment of strategy.
- Corporate systems remain essential for data integration, necessary for AI operations.
In 2025, artificial intelligence (AI) will play a crucial role in business processes and media. With the transition to new technologies, such as generative AI, companies face challenges and opportunities that require a reassessment of traditional approaches to measuring impact and automation.
According to research, only 5% of projects based on AI deliver significant return. This indicates that there is a large gap between technology adoption and its effective implementation. CIOs need to focus on integrating AI into business processes to ensure sustainable growth.
On the other hand, new models, such as large language models (LLMs), are changing approaches to measuring media impact. The reduction of unique visitor metrics (UVM) is not a setback but a new phase in measuring real audience engagement. AI offers new opportunities for evaluating impact, focusing on intent, investment, and user engagement.
A critical component of successful AI implementation is the availability of quality data. Corporate systems, such as ERP and CRM, remain critically important for ensuring data accuracy, necessary for the operation of generative AI. Without relevant data integration, companies may face risks of inefficiencies and lose competitive advantages.
Ultimately, the future of AI in business and media depends on organizations' ability to adapt to new conditions, integrating technologies to support strategic goals, enhance effectiveness, and ensure stable growth.
Tags: Technology/AI