Seven West Media Enhances AI Expertise with New Internal ‘Factory’
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Concise Overview
- Seven West Media has established an internal AI ‘factory’ to enhance its artificial intelligence capabilities.
- This new division will concentrate on generative AI and machine learning to improve content relevance, refine advertising methods, and increase audience interaction.
- Collaborative efforts between internal staff and external experts from Databricks are taking place at Seven’s Sydney headquarters.
- Rapid development of AI pilot projects is planned over the coming eight to nine months.
- Seven West Media is currently employing AI models to forecast 7Plus user behavior up to 28 days ahead, maintaining a 94% accuracy level.
- These findings assist in enhancing advertising techniques and aid sales teams in acquiring AVOD (advertising-based video-on-demand) opportunities.
Seven West Media’s Ambitious AI Growth through a New Internal ‘Factory’
Seven West Media, a prominent media entity in Australia, is enhancing its artificial intelligence (AI) efforts by introducing a new internal AI ‘factory’. This initiative is aimed at boosting the organization’s AI functionality, focusing on generative AI and machine learning to better analyze and forecast audience behavior. This development follows successful tests assessing the viewing patterns of 7Plus users.
Cultivating an AI-Driven Future
To fast-track its AI projects, Seven West Media has formed a specialized group of data scientists, machine learning developers, solution architects, and data engineers. Their main responsibility will be to quickly generate AI pilot projects over the next eight to nine months, with a focus on incorporating AI into different areas of the organization. The team includes both internal staff and external experts from Databricks, a top-tier tech vendor, who will collaborate from Seven’s Sydney office with other departments including data, digital content, programming, marketing, and sales.
AI to Enhance Audience Analytics and Advertising Techniques
The central objective of this AI ‘factory’ is to utilize AI-generated insights to enhance content relevance, refine advertising strategies, and increase viewer engagement. As stated by Andrew Brain, Director of Audience Intelligence and Growth at Seven West Media, this unit will allow all departments, including those with no technical background, to access the company’s extensive data archives. This accessibility will facilitate real-time insights that can influence strategic decisions and operational success universally.
A notable application of AI at Seven West Media is its capacity to forecast the likely viewing preferences of 7Plus users up to 28 days in advance. This capacity for prediction, driven by advanced machine learning algorithms, has reached an impressive 94% accuracy. Such insights are invaluable for Seven’s sales personnel, granting them the ability to sell advertising-based video-on-demand (AVOD) spaces more effectively. By harnessing this AI-informed intelligence, sales teams can engage in informed discussions with brands and advertising agencies, presenting data-driven reasons for investing in AVOD.
Empowering Non-Technical Teams through AI
Beyond its technical advancements, Seven West Media is dedicated to making AI approachable for non-technical personnel within the organization. The AI ‘factory’ will provide resources and solutions enabling all departments to ask questions and interact with the company’s data. This development will allow teams to make quicker, more informed decisions based on real-time data and insights that were once challenging to obtain.
Brain remarked that employing large language models internally has already streamlined operations, enabling staff to access metrics and insights with greater speed. This improved efficiency allows employees to dedicate more time to strategic initiatives, ultimately leading to better decision-making and enhanced business results.
Conclusion
Seven West Media is substantially augmenting its AI capabilities with the launch of a new internal AI ‘factory’. This initiative will concentrate on crafting AI-driven solutions to enhance content relevance, refine advertising strategies, and improve audience interaction. The company is already witnessing the benefits of AI models that predict user behavior on 7Plus, and this new unit will expedite the creation of similar AI pilot projects. By making AI accessible to non-technical staff, Seven West Media aims to empower all departments to make decisions based on data, driving operational excellence and strategic progress.
Q: What is the main objective of Seven West Media’s new AI ‘factory’?
A: The main objective is to enhance the company’s AI capabilities, specifically in generative AI and machine learning, to improve content relevance, refine advertising techniques, and bolster audience engagement.
Q: Who makes up the team in the AI ‘factory’?
A: The team includes data scientists, machine learning engineers, solution architects, and data engineers. Some members are from Seven West Media, while others are experts from technology vendor Databricks.
Q: In what way is AI utilized to forecast 7Plus viewer behavior?
A: Seven West Media employs machine learning algorithms to estimate what 7Plus viewers are likely to watch up to 28 days ahead. This predictive method has resulted in a 94% success rate.
Q: How will the AI ‘factory’ aid non-technical personnel within the company?
A: The AI ‘factory’ will enable non-technical personnel to access Seven West Media’s extensive data repository, offering them real-time insights that can support strategic decision-making and enhance operational efficiency.
Q: What are the upcoming steps for Seven West Media’s AI projects?
A: The company intends to swiftly develop several AI pilot initiatives over the next eight to nine months, concentrating on integrating AI across various business functionalities to stimulate growth and innovation.
Q: What impact will the AI ‘factory’ have on advertising strategies?
A: The AI ‘factory’ will produce insights that help Seven West Media to refine its advertising strategies, especially in marketing AVOD opportunities. Sales teams will be equipped with data-driven insights to more effectively engage with brands and advertising agencies.
