MEDIA RELATIONS
which can identify how news stories are shared across social networks,’ says Mašínová. Another perspective suggests technology has not
progressed fast enough in this area. ‘Customers tell us that the older legacy incumbents have not focused on innovation of platform and as such the product and value proposition has suffered,’ says John Paul Murphy, UK business lead at Streem, an Australian- based real-time media intelligence platform now moving into the UK market.
AI AND MEDIA MONITORING Within the technology narrative, artificial intelligence (AI) is very much the zeitgeist, and has a major role to play within media monitoring and intelligence, but within reason. ‘In terms of the market’s understanding of the potential of new technology, I think there is a risk that we expect too much from AI, at least in the short-term,’ warns Mašínová. ‘We’re talking about machine-learning here, so
the technology needs time to learn and to adapt to the demands of the media intelligence market. There is a lot of nuance in our space – media can have different meanings depending on context or how a message is expressed or received – so we need to be sure that the technology can interpret information accurately.’ And one should not ignore the human element
AI is also enabling us to monitor
brand reputation in images and video
in this development. ‘It’s worth remembering that pure-play automated solutions and SaaS (software as service) platforms have been available for at least 20 years, yet client demand still dictates that technology is harnessed by expert human curation,’ she adds. ‘I think we can agree that the technology will improve over time and AI will deliver more sophisticated solutions beyond the current focus on automated heavy-lifting. The combination of the processing power of AI and the skill of our media analysts offers the best of both worlds – we can do more and we can deliver faster whilst preserving the quality and accuracy on which our clients depend.’ The big tech players such as
Google, Facebook and IBM are innovating rapidly and are providing AI building blocks with services such as TensorFlow. But Arnold warns: ‘The media monitoring market has been slow to adopt these types of technology, but by leveraging their
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expertise we’ve found we’ve been able to move from concept to deployment of AI initiatives rapidly.
AUGMENTED INTELLIGENCE One of the cornerstones for developing AI, has been to reduce the burden that the human worker faces, argues David Benigson, co-founder and chief executive of Signal AI. ‘Our vision is to transform work through augmented intelligence: AI that assists humans rather than replaces them. We can create a bespoke version of the platform for clients, tailored to what they need, in order to reduce these burdens they are faced with.’ Expanding on this theme, he adds: ‘I expect
augmented intelligence to eclipse artificial intelligence. By augmenting the work experience, rather than replacing it, you can better prepare people for the future of enterprise AI tools and the future of work. As a result, augmented intelligence allows businesses to gain valuable insights from functions like qualitative data, digital sound, social media, and online content.’ AI can also be used to offer practical media
monitoring results. ‘AI can be used to improve results sets,’ says Vanderby. The classic example here is differentiating between Apple the fruit and Apple the computer company. ‘Automating analysis through adaptive sentiment and contextual analysis and finally delivering more accurate alerts that can identify unusual activity to alert to a crisis or emerging issue,’ adds Arnold. ‘As well as dealing with the huge volumes
Streem delivers comprehensive and real-time print, online,
TV, radio and social media monitoring and analysis across the UK. ‘A full-service provider, we support customers with
a market leading desktop, tablet and mobile platform, around-the-clock, dedicated account management and editorial/reporting services,’ says UK business lead John Paul Murphy. The company’s platform has innovated over the past
five years, progressively launching in the UK, Australia and New Zealand markets. ‘Setting it apart, Streem is able to deliver customers news within minutes of publication or broadcast, at high accuracy levels and within a flexible platform that helps corporate communications professionals get on with their jobs,’ adds Murphy. ‘We work with local content partners, including licensing bodies, to deliver the broadest and most relevant content set.’
CorpComms | February/March 2020
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