In 2025, media companies will realize that data is critical to their business maturity. With more data, these organizations will be able to adopt hyper-personalized models tailored to their audiences.
To achieve this, media companies will rely even more on AI. AI should provide faster ways to understand users better so that hyper-personalized models can be achieved. AI will be used to transform the way content is created, distributed, and experienced. AI isn’t just about making processes faster or more efficient, it’s about creating deeper, more meaningful connections with your audience.
For viewers, this means the media experience becomes more personalized, intuitive, and engaging. It’s an opportunity for companies to streamline their workflows and explore entirely new possibilities in storytelling.
A new era of personalization
Next year we will continue to see AI take personalization to new heights. Media platforms will move beyond generic recommendations to provide truly customized experiences. Imagine being able to jump straight to a custom highlight reel for your favorite sports team or get movie suggestions based not just on what you’ve watched, but your favorite actors and directors.
For binge-watchers, AI could provide intelligent summaries of previous episodes tailored to their unique viewing habits. These features create a connection that goes beyond convenience, making every viewer feel as if the content was designed just for them. This evolution is being driven by AI’s ability to analyze vast amounts of data, from what viewers watch, what they search for, and how they interact with platforms.
AI will be able to seamlessly stitch together content based on user preferences, creating fully customized channels for users based on their mood or external context, for example. As these tools improve, streaming services will begin to feel more like personalized companions than just content libraries.
Search smarter and faster
AI will also revolutionize the way content is searched and discovered. No need to endlessly scroll or type in exact keywords. AI helps you find what you’re looking for in a more intuitive way. Gone are the days of discoverability, where content is shown to users without a search based on their history and preferences.
Imagine describing a scene from a movie in your own words or uploading an image. The platform instantly finds the exact moment you are thinking. Whether it’s a specific soccer play, a key moment in a movie, or even the mood of a scene, AI-powered search tools make your content more accessible and user-friendly. It will be. For businesses, this means deeper engagement and higher audience satisfaction. For viewers, that means finding and enjoying content with minimal effort.
AI behind the scenes
While AI improves the viewing experience, it also transforms the way content is created and distributed. Editing workflows are streamlined with AI handling time-consuming tasks like transcription, metadata tagging, and even rough edits. This speeds up the process from concept to release and allows creators to focus on what they do best: telling great stories.
AI-powered tools are also moving into the content creation space. From producing realistic visuals to writing scripts, these innovations will play a larger role in areas such as breaking news, marketing campaigns, and entertainment. As AI continues to evolve, we expect to see more creative experimentation.
Make media accessible to everyone
One of the most exciting promises of AI is its ability to make media more accessible. Automated subtitles, translations, and even scene descriptions cater to a variety of audiences, including people with disabilities and non-native speakers. Additionally, AI can enhance text retrieval and conversion to speech, making it particularly useful for various groups of people who have difficulty reading pages. This means more people can engage with and enjoy your content, regardless of their background or ability.
AI has great potential, but it is not without its challenges. To ensure trust and fairness, issues such as data privacy, algorithmic bias, and ethical concerns regarding AI-generated content must be addressed. Companies must take a responsible approach, balancing innovation and accountability.
If you get it right, it opens up incredible opportunities to not only improve efficiency, but also provide a more immersive, comprehensive, and personalized experience for your audience. Over the next year, AI will really accelerate the development of content that is more accessible to everyone.
Looking to the future
By the end of 2025, AI will become a natural part of how we interact with media. Smarter search, richer personalization, new ways to advertise, and faster workflows are reshaping our relationship with content and making it feel more connected to our lives than ever before. It will look like this.
For viewers, this means a world where their favorite moments, stories, and characters are always at their fingertips. For media companies, this is an opportunity to redefine how stories are told and shared, with AI providing a deeper understanding of audiences and the prospect of making real-time decisions for different audiences. You can get it.
AI not only improves the media experience, but also makes it more dynamic, accessible, and human.
Lucho Escudero is Vice President of Engineering at Globant.
