Is human-machine cooperation possible?

Change is the only sure thing in life. The Crown confirmed this and accelerated things that were already happening quickly. The extent to which and in which directions the media monitoring industry will change was discussed from 2 to 4 November at the FIBEP World Media Intelligence Congress.

This conference brought together all major media monitoring companies, and Kliping is part of that community as a member of the Newton Media Group. The conclusions of the congress can justify the time of change in which we live and open the door to the transformation of the media monitoring industry. This transformation goes mostly in the direction of engaging artificial intelligence and machine learning, that is, using a large amount of data that can be collected on digital. The eternal question that goes with such a scenario is – can a machine replace a human?

Technology has already changed a lot. The differences in views on what all technology can do and communication needs seem to have been further highlighted when participants came up for discussions during the panel. The PR profession is accustomed to getting filtered and accurate information and data that it can display to clients, and on the other hand it has come across engineers who say, “You have big data“What more do you need?” This is exactly the field where the battle in the domain of media monitoring will take place in the medium and long term.

Let’s start with the media and their angle, which is equally interesting. Alexander Plaum from Deutsche Welle talked about automation in journalism. A lot has already been done and we can say that the application of artificial intelligence is no longer a pioneering endeavor. In 2018, the AP news agency used a machine in the field of sports reporting, which prepared reports that their users read on the basis of newspaper reports and broadcasts. Bloomberg later applied a similar principle. Each text was signed to be written by a machine or artificial intelligence. Fascinating in every way. There are numerous activities that are already being carried out so that at least that basic reporting would be automated. Analytical and investigative journalism is something else. No one can still replace a man in that.

As the media moved towards the use of artificial intelligence, media monitoring agencies began to apply similar practices and introduce automation in their processes. Dario Franceschini talked about how they use voice recognition software, automatic transcription, and more languages ​​than one. Software has also been introduced that can turn off noises, music, other voices and extract the speaker you need. It is also possible to detect the logo of a brand, as well as how much it was in the frame when it comes to television reporting. All those advanced tools when it comes to media coverage and brand appearance, which until a year ago seemed incredibly and completely futuristic, have now become a reality and are available to us every day.

Read the full text on the agency’s website Clipping Belgrade.

Author of the text: Vedran Ivanković, Business Development Director, Clipping Belgrade

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Source: PORTAL by

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