Download the 2024 Gen AI x Comms Report
Understand how generative AI is changing the way media and communications professionals work. Gain actionable insights to help navigate the shift.
The 2024 Gen AI x Comms Industry Impact Report leverages survey data from 301 respondents and qualitative insights from 11 industry contributors, to build upon the 2023 edition.
The 41-page report produced by Media Collateral in partnership with State of Digital Publishing (SODP) documents an industry in a state of flux – with adoption, use-cases, fears, hopes and frustrations rapidly evolving, since the inaugural Gen AI x Comms Report in Dec 2023.
Andrew Thompson, Lead Author, Manager, Editorial & Research, Media Collateral
Vahe Arabian, Co-Author, Founder & Director, State of Digital Publishing
Binoy Prabhakar – Chief Content Officer, Hindustan Times Digital
Josh Mann – Head of Creative, Movember
Dr. Lisa Dethridge – Senior Research Fellow, Media & Technology, RMIT University
Scott Purcell, CFA – Co-founder, Man of Many
Jaemark Tordecilla – Nieman ’24 Fellow, Harvard University
Alicia Kokocinski – General Manager – Marketing & Communications, Equity Trustees
Rachel Chitra David – Journalism Consultant, TrueInfo Labs
Karen Rebelo Deputy Editor, BOOM Live
Shreya Kapdi, Founder, SAVAI
Explore unique perspectives and actionable strategies to adapt and prosper in this rapidly changing environment.
Download the report.
Authors & Contributors
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Andrew Thompson
Lead Author
Manager, Editorial & Research, Media Collateral
Andrew’s work lies at the nexus of human communication and the evolving digital landscape. As a journalist, researcher, and media advisor, he has authored and developed editorial content for The Guardian UK, The Australian Financial Review, ABC News, The Australian, and The Sydney Morning Herald. Andrew partners with organisations to develop editorial and research content strategies and campaigns.
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Vahe Arabian
Co-Author
Founder and Director, State of Digital Publishing
Vahe is a 15-year SEO and audience growth veteran, content strategist for publishers, and explorer of digital media and technology trends. In his vast experience of working with digital publishing companies, he has helped publishers of all sizes exponentially increase their reach through concise SEO strategies and effective editorial workflows that reflect their business and monetisation model.
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Dr Lisa Dethridge
Industry Contributor
Senior Research Fellow, RMIT University, Media and technology
Dr. Lisa Dethridge is an RMIT Research fellow and technical advisor for Australia’s Internet Domain Authority (auDA.) She currently trains and evaluates large AI models for companies in Palo Alto, California. She has decades of experience with systems analysis of emergent tech in Australia and USA. Her recent project with OpenAI and CSIRO was the design of an ethical chatbot "Amber." Lisa holds a PhD in Media Ecology from New York University. -
Binoy Prabhakar
Industry Contributor
Chief Content Officer, Hindustan Times Digital
Binoy is Chief Content Officer, at Hindustan Times Digital, one of India's biggest media publishers, based in New Delhi, with more than two decades of experience in journalism. He was previously Editor, Moneycontrol, and the founding editor of CNBCTV18.com.
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Karen Rebelo
Industry Contributor
Deputy Editor, BOOM Live
Karen Rebelo works as the deputy editor at BOOM Live, a fact-checking newsroom based in Mumbai. Karen is a specialist in reporting about misinformation and disinformation trends in India. In 2018, she spearheaded fact-checking workshops for journalists across India as part of the Google News Initiative.
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Scott Purcell
Industry Contributor
Co-founder, Man of Many
Scott Purcell, the Co-Founder of men's lifestyle site, Man of Many and a CFA Charterholder. Before his media career, Scott honed his skills over 7 years at Westpac Institutional Bank as a Senior Financial Analyst. -
Josh Mann
Industry Contributor
Head of Creative, Movember
Josh Mann is an award winning Creative Director, Art Director and Graphic Designer based in Melbourne, Australia. Josh is a specialist in Advertising and Branding with over 13 years in the industry. He was part of the senior creative team at Deloitte Digital when they won Campaign Brief's 'APAC Agency of the Year' and is now working as a freelance creative and consultant.
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Alicia Kokocinski
Industry Contributor
General Manager - Marketing and Communications, Equity Trustees
Alicia Kokocinski is an experienced marketing communications and media executive with a robust background in financial services, legal, not-for-profit organisations, and social justice initiatives. She began her career in journalism.
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Jaemark Tordecilla
Industry Contributor
Nieman '24 Fellow, Harvard University
Jaemark Tordecilla was a 2024 Nieman Fellow at Harvard University, where he has focused on studying AI, from its use to improve newsroom production processes to navigating the landmines of the nascent technology as it relates to journalism and the media industry. Prior to the fellowship, he spent nearly a decade as editor-in-chief of GMA News Online, the Philippines' top digital news organization.
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Rachel Chitra
Industry Contributor
Journalism Consultant, TrueInfo Labs
Rachel Chitra is a financial journalist, who has more than 18 years experience working for organisations like Reuters, Forbes Middle East, Times of India. She was also selected as a Reuters 2021 fellow by the Reuters Institute and Oxford University. Currently, she's freelancing as a journalist and working with TrueInfoLabs as a consultant to advise them on strategy and generative-AI tools for media clients
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Shreya Kapdi
Industry Contributor
Founder, SAVAI
Shreya Kapdi is the Founder Director of SAVAI, a Singapore based consulting company that specialises in AI products and services that are focused on the media industry. She is a well-respected media executive with experience across Hollywood Studios and the television industry in Asia. She uses her expertise of networks and skills to amplify the reach for content as well as build new networks for AI based content development services.
Download the report and sign-up to the webinar.
76% of Media and Communications Professionals Predict Gen AI will Disrupt or Render SEO Obsolete
Gen AI Use Rises to 80% Among APAC Media and Communications Professionals, Industry Report Reveals
‘The 2024 Gen AI x Comms Industry Impact Report’ charts media and communications professionals’ fast-evolving relationship with generative AI in their work.
This year’s 41-page report produced by Media Collateral in partnership with State of Digital Publishing (SODP) documents an industry in a state of flux, with adoption, use cases, fears, hopes and frustrations rapidly evolving since the inaugural report in December 2023.
Snapshot Findings:
SEO Disruption: 76% of respondents believe Gen AI will significantly disrupt or even make SEO obsolete, highlighting the need for adaptation in the digital landscape. (See p. 22)
Increased Adoption and Deeper Integration: Gen AI adoption has risen to 80% in 2024, with a significant shift towards full integration into daily tasks (from 18% in 2023 to 24% in 2024). (See p. 11)
Future of Work Optimism: Fears of job losses have subsided. 22% of respondents now believe Gen AI will create more job opportunities, a 12% increase from 2023. (See p. 31)
Shifting Sentiments: Marketers' initial enthusiasm has tempered, with many scaling back from deep integration and returning to the experimentation phase. In contrast, journalists show signs of overcoming initial resistance to Gen AI, with a significant increase in the exploration phase (from 15% to 33%). (See p. 12)
Evolving Use Cases: Content generation remains the primary use case, but there's a notable surge in using Gen AI for video and design creation, as well as more tactical applications, such as audience sentiment analysis and predictive content targeting. (See p. 15)
Persistent Challenges: Fear of inaccuracies (72%) and ethical concerns (50%) remain top challenges, underscoring the need for responsible AI governance and transparency. (See p. 27)
Authors’ Insights
Andrew Thompson, Lead Author, Manager and Editorial & Research, Media Collateral said the latest study provides an important snapshot of the impact of Gen AI on the industry, while providing the opportunity to benchmark sentiments and document the evolving nature of the shift. “While usage has increased, we can see that some of the immediate hype—both hopes and fears—has settled as the tech's practicalities and limitations become clearer. However, it's evident the industry is bracing for substantial evolutions that will further alter the landscape. Some are expected to democratise and enhance human connection, while others threaten to cause misinformation and division.”
Vahe Arabian, Co-Author and Founder & Director, SODP said media and communications professionals must stay proactive, focusing on integrating market-oriented information to navigate shifts. “We hope the Gen AI x Comms Impact Report provides a valuable resource in this regard. By offering practical examples and benchmarks, we aim to help professionals apply Gen AI tools effectively to maximise the potential of these technologies.”
Survey Overview
Conducted from April to July 2024, the digital survey received 301 respondents across Asia Pacific, consisting of journalists, marketers, PR practitioners, content creators, and advertisers.
Download the report and sign-up to the webinar.