Media Firms See Huge GenAI ROI
Media and advertising firms report a 69% ROI from generative AI, with 42% already using 'agentic AI' in production.
The 69% ROI figure puts media and advertising ahead of every other industry, according to Snowflake. Agentic AI, where AI systems can act independently to achieve goals, is already impacting workflows. The survey data suggests a rapid adoption of GenAI beyond just experimental use cases. This ROI may be driven by AI's ability to automate tasks, personalize content, and optimize ad campaigns. For post-production, this means AI tools are likely delivering significant time and cost savings in areas like editing, color correction, and transcription. Consultants should highlight these tangible benefits when pitching AI solutions to clients. Consider how agentic AI could reshape entire post-production workflows, with AI managing tasks and coordinating resources. This could free up human editors and artists to focus on higher-level creative decisions.
