AI and Machine Learning Take the Lead: Revolutionizing Media Monitoring Industry
The Role of AI and Machine Learning in Media Monitoring
Artificial intelligence and machine learning are rapidly becoming integral parts of the media monitoring industry, automating brands’ data tracking and analysis processes. In a world constantly generating trillions of data, AI and machine learning enable companies to quickly identify mentions and trends that are important and relevant to their business units.
While traditional media monitoring practices have served us well in the past, the pure volume of data generated by today’s increasing number of media sources has forced the industry, and its methods, to evolve. On its own, traditional monitoring involves a tedious process of manually sifting through large amounts of data, which can be time-consuming and error-prone.
AI and machine learning, on the other hand, can analyze data in real time and identify relevant mentions and trends automatically. Making it possible for companies to stay up to date with the latest developments and respond quickly to any issues that arise.
An AI and machine learning assisted monitoring service allows for a more accurate and nuanced data analysis. Traditional media monitoring methods are often based on keyword searches, which can result in a large number of irrelevant mentions being included in the analysis consequently leading to misinformed decision-making. AI and machine learning, on the other hand, can use natural language processing (NLP) techniques to understand the context of mentions and identify only those that are truly relevant.
In addition, it can also be used to predict future developments and trends in the media, based on past data and patterns. This helps companies to anticipate potential issues and opportunities, allowing them to be better prepared to respond.
Downsides of using AI and machine learning in media monitoring
Despite the clear benefits of using AI and machine learning in media monitoring, there are also some potential downsides to consider. One concern is that AI and machine learning algorithms may be biased either in the data they are trained on or in the way they are designed. This could lead to inaccurate or unfair results.
Companies may also become too reliant on technology and neglect the importance of human judgment and interpretation. There is no doubt that automation in the media monitoring industry is vital for increased efficiencies, nonetheless, there are still some things that only humans can do, such as understanding the nuances of language and context.
That is why Ornico merges AI with human verification to ensure the utmost accuracy of data. Pairing AI and human verification in media monitoring can provide several benefits:
- Increased accuracy: By pairing AI and human verification, companies can ensure that the data being analyzed is accurate and relevant.
- Reduced errors: By having humans verify the results of the AI analysis, companies can reduce the chances of errors and ensure that the data being analyzed is reliable.
- A better understanding of the context: Machines can identify keywords and phrases in news, articles, and posts, but it’s hard for them to understand the context in which they appear. By having humans review the results, companies can get a better understanding of the context and meaning of the mentions. This enables them to make more informed decisions.
- Better detection of bias: AI algorithms can be biased, either in the data, they are trained on or in the way they are designed. By having humans review the results, companies can detect any bias and adjust their analysis accordingly.
- Compliance: Certain industries and organizations are required to comply with regulations and laws, and human review and verification can ensure compliance with those regulations.
Overall, AI and machine learning are becoming increasingly important in the media monitoring industry, helping companies to automate the process of tracking and analyzing large amounts of data. While there are some potential downsides to consider, the benefits of using this technology are clear, and we will likely see continued growth in this area in the future. For now, it is important to pair AI and human verification to provide a more accurate and reliable analysis of data, while also helping companies to make better-informed decisions.
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