The Opportunites of AI for B2B Media

PART 2

Tracy Kane, J.D., CIPP/E, CIPM

Chief Administrative & 

Legal Officer

Endeavor Business Media

In the previous issue of MediaGrowth Perspectives, we outlined some of the insights Tracy Kane shared about the legal challenges surrounding Artificial Intelligence technology facing B2B media companies today. 
In this issue, we’ll cover some of what Tracy thinks about the potential opportunities for the B2B media industry.

Part II – The Opportunities (starting with recommendations and cautions):

•    Expected outcomes related to the use of AI should be thoroughly explored and decided on.
•    Companies should solidify their values and establish a policy and set of practices for the ethical use of AI technologies in their processes.
•    Companies must fully understand AI vendors’ terms of use, privacy and security policies before using them.  
•    The AI policy must be clearly communicated to all company employees in training sessions with specific instructions on how each department / employee can and cannot use AI.

•    The AI policy should be clearly communicated to the company’s business community.
•    Start with tools that improve efficiency, quality, and output by applying them to pre-writing activities of the editorial, sales and marketing teams (general research, background, SEO, etc.).

•    On the marketing side of the business, test the effectiveness of different wording, methodologies and SEO search (for as long as it continues to exist).
•    Perform small experiments with different tools and use cases.
•    Closely monitor outcomes and unintended consequences.

•    AI technologies will almost certainly lead B2B media companies into new areas of influence.

•    New AI start-ups will drive innovations in business models, which will motivate B2B media companies to build resilience into their business models by experimenting with new revenue stream ideas.
•    Research has shown that when large language models are trained on AI generated content (text and images), output quality declines (inaccuracies and “hallucinations” occur). 

For future generations of large language models, the creators will need to seek out trusted human-created content.  Publishers will be in a position to sign agreements to charge licensing fees for access to this human created content.

Throughout the history of the B2B media industry, new technologies and ideas have created major challenges for its members to overcome.   But each time, after some initial confusion, the experts always turn those challenges into new ways to profit by serving their audiences and advertisers.

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