157 MEDIA & COMMUNICATIONS Another offering is Microsoft Copilot, an AI assistant feature that builds on OpenAI’s model for use in Microsoft 365, Dynamics 365, Bing and other cloud products. Telecommunications company Lumen is already making use of Microsoft 365 Copilot, which it tested across its operations as part of the Early Access Program. Lumen’s customer service teams use Copilot to find policies that apply to a customer’s query, or quickly access step-by-step repair instructions from manuals. Sales and customer experience teams, meanwhile, use Copilot to summarise their actions and next steps in customer interactions. Teams across the company are also using Copilot to create presentations and business proposals, helping to maintain a consistent brand experience. “Giving our workforce the digital tools they need to deliver dramatically improved customer experiences with greater ease is an essential part of our company transformation,” said Kate Johnson, president and CEO of Lumen Technologies. “Our people are seeing immediate productivity improvements with Copilot, allowing them to focus on more value-added activities each day.” AI capabilities are also making a significant impact in media content delivery, Beach explains. “In the realm of video streaming, AI-driven content recommendation engines personalise viewer experiences, increasing engagement and retention,” he says. “For live events, AI-powered, real-time transcription and translation services enable global audiences to access content in their preferred language. In advertising, AI optimises ad placements based on viewer preferences and behaviour, maximising revenue potential. These examples showcase how AI tools are revolutionising content delivery by tailoring experiences, expanding accessibility, and optimising monetisation strategies across the media landscape.” AI-driven tools could also make the overall benefits of the cloud a more accessible option for organisations of all sizes by removing some of the obstacles that have stood in the way of cloud migration. While previously the cost, time and complexity involved in moving operations to the cloud has proved to be prohibitive for some companies, Beach suggests this is about to change. “One major hurdle for media companies in moving to the cloud has been content migration and management,” he says. “However, AI-driven tools can automate content tagging, categorisation and metadata enrichment, making the migration process faster and more accurate. Additionally, AI streamlines complex workflows, optimising resource utilisation and minimising operational inefficiencies. Overall, AI simplifies the cloud migration journey, ensuring seamless integration, scalability and improved cost management, which are vital for media companies embracing a cloud-first approach.” Both Beach and Lievano predict that AI models will continue to develop and improve as they are used more widely across media and communications, completely transforming both industries in the process. “Continued investment in foundation models, responsible AI and specialised hardware will enable innovative new use cases that will transform every facet of our business,” says Lievano. “There will be opportunities across a telecommunication company’s entire business, but it’s most exciting to see how generative AI will impact every person by dramatically boosting their productivity thanks to their Copilot assistants.” Beach adds: “Future advancements will refine AI models to grasp emotions, context and intricate content aspects. This collective progress will redefine media by fostering creative innovation, enhancing audience engagement, and enabling data-driven decision-making. As AI integrates further into media operations, the industry is poised for a future where content resonates more deeply, engagement is elevated, and responsive insights guide evolution.” “Our people are seeing immediate productivity improvements with Copilot,” says Kate Johnson of Lumen Photo: lumen.com
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