VIEWPOINT: AI IN MEDIA The power of partnering Cognizant provides the resources and agility to propel businesses forward. Leveraging extensive experience with Microsoft Cloud platform, the firm advances cloud modernisation journeys with focus, simplicity and scale Cognizant has harnessed the power of Microsoft 365 Copilot to craft tailored experience journeys for various use cases within the media industry. This partnership has led to groundbreaking solutions that enhance user engagement and drive notable efficiencies in both cost and process management. We found that one of the key benefits of deploying Copilot in the media sector is its ability to automate and optimise essential processes. Tasks such as content tagging, metadata extraction and quality control can be dramatically accelerated through AI-powered automation, saving time and improving the accuracy and consistency of media asset management. Additionally, Copilot’s advanced analytics provide deep insights into audience behaviour and content performance, empowering media companies to make data-driven decisions, and to adapt their strategies to meet evolving viewer needs. Copilot’s features also extend to enhancing security and compliance within media operations. Tools like deepfake detection, content authenticity verification and digital rights management help protect assets from unauthorised use and ensure content integrity – critical safeguards in a digital landscape vulnerable to manipulation. These experience journeys highlight how Copilot’s sophisticated AI capabilities can seamlessly integrate into daily workflows, enabling media professionals to focus on strategic and creative initiatives by automating routine tasks and delivering predictive insights. By optimising operations and enhancing content experiences, Copilot empowers media organisations to elevate their offerings. Looking ahead, Cognizant aims to further leverage Copilot to drive ongoing innovation within the media industry. With anticipated cost savings and operational efficiencies, this partnership underscores Cognizant’s commitment to utilising cutting-edge technology to add value and foster transformation across the media landscape. Read more about Cognizant’s alliance with Microsoft and the AI-driven solutions available to customers at: bit.ly/4fgUfHM Beth Adamo Lenhoff is principal consulting partner for communications and media technology at Cognizant BETH ADAMO LENHOFF: COGNIZANT 144 Photo: iStock/gorodenkoff
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