Aleksandra Subotić, CEO of United Media, participated in an insightful discussion on generative AI for broadcasters and publishers as part of the European News Exchange General Assembly 2024, hosted by Shanghai Media Group in Shanghai. The event brought together media professionals, thought leaders, and innovators to discuss the future of journalism and media technology.

Jamie Angus, COO of Al Arabiya, hosted a panel discussing whether broadcasters and publishers face a threat or a commercial opportunity in protecting or selling rights to their intellectual property (IP) to Large Language Model (LLM) companies seeking to train their AI. Some English-language media outlets, such as The New York Times, have considered legal action against AI companies “crawling” their websites for data. In contrast, other organizations, like Axel Springer in Germany and the Associated Press, have entered into commercial agreements with LLMs. The panel also explored the impact on non-English-speaking publishers.

Madhav Chinnappa, former Google executive and now Vice President for Human Native AI, stressed the urgent need for the media industry to develop a comprehensive strategy for navigating this emerging landscape. Graham Lovelace, a writer and expert on the subject, contributed by discussing the current trends and insights in the news sector.

Aleksandra Subotic, CEO of United Media Group, highlighted the critical role of LLMs in AI’s future development and urged broadcasters and publishers to engage proactively to explore monetization opportunities. She emphasized the importance of collaboration in shaping future LLM models, while also safeguarding copyright protections and ensuring that regulations keep pace with the technology.

The conversation also touched on the unique challenges faced by media outlets in countries where most of the press is government-aligned. As AI continues to evolve, newsrooms must adapt, leveraging AI’s tools to enhance journalism without compromising the standards of professional reporting. Journalists will remain essential, focusing on human stories and insights to stay relevant in an AI-driven future.

Other companies participating in the conference included RTL Germany, Sky News, CBS News and TV 2, adding diverse perspectives to the discussion.

At United Media, we are committed to staying at the forefront of AI and emerging technologies. We prioritize investment in cutting-edge innovations and ensure continuous education for our employees to equip them with the necessary skills for the future. Our goal is to differentiate ourselves from the competition by developing and implementing innovative projects that leverage the latest advancements in AI, setting new standards in the media industry while maintaining the highest level of journalistic integrity.