{"id":35336,"date":"2026-01-07T10:14:04","date_gmt":"2026-01-07T09:14:04","guid":{"rendered":"https:\/\/stage2-fp.webenv.pl\/blog\/?p=35336"},"modified":"2026-02-26T10:39:40","modified_gmt":"2026-02-26T09:39:40","slug":"practical-generative-ai-for-media","status":"publish","type":"post","link":"https:\/\/www.future-processing.com\/blog\/practical-generative-ai-for-media\/","title":{"rendered":"Practical generative AI for media: how to use AI without the hype"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"35336\" class=\"elementor elementor-35336\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4306cbf9 e-con-full e-flex e-con e-parent\" data-id=\"4306cbf9\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2dd366bb elementor-widget elementor-widget-fp_breadcrumbs\" data-id=\"2dd366bb\" data-element_type=\"widget\" data-widget_type=\"fp_breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div class=\"o-breadcrumbs  o-margin--first-section\">\n    <div class=\"o-container\">\n        <a\n            href=\"https:\/\/www.future-processing.com\"\n            class=\"o-breadcrumbs__link o-breadcrumbs__link--home\"\n            aria-label=\"Home\"\n            data-elementclick=\"Breadcrumbs link\"\n            data-elementname=\"Breadcrumbs Home\"\n        >\n            Home        <\/a>\n        <a\n            href=\"https:\/\/www.future-processing.com\/blog\"\n            class=\"o-breadcrumbs__link\"\n            aria-label=\"Blog\"\n            data-elementclick=\"Breadcrumbs link\"\n            data-elementname=\"Breadcrumbs Blog\"\n        >\n            Blog        <\/a>\n                                                                <span aria-current=\"page\" class=\"o-breadcrumbs__title\">Practical generative AI for media: how to use AI without the hype<\/span>\n            <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71207f12 toc-ignore elementor-widget elementor-widget-fp_banner-post\" data-id=\"71207f12\" data-element_type=\"widget\" data-widget_type=\"fp_banner-post.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div class=\"s-banner-post o-margin__top--standard  o-margin__bottom--standard  m-gradient-light\" >\n    <div class=\"s-banner-post__background\">\n                    <img fetchpriority=\"high\" decoding=\"async\" width=\"1156\" height=\"603\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/bg_banner_single_post.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/bg_banner_single_post.png 1156w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/bg_banner_single_post-300x156.png 300w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/bg_banner_single_post-1024x534.png 1024w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/bg_banner_single_post-768x401.png 768w\" sizes=\"(max-width: 1156px) 100vw, 1156px\" \/>            <\/div>\n    <div class=\"o-container\">\n        <div class=\"row\">\n            <div\n                class=\"s-banner-post__categories col-small-24 col-tablet-22 col-medium-14 col-big-15 col-laptop-14 col-fullhd-13 col-qhd-15\"\n            >\n                                    <a\n                        href=\"https:\/\/www.future-processing.com\/blog\/?category=ai-ml\"\n                        class=\"s-banner-post__categories-button o-button o-button--secondary o-button--rounded o-button--s\"\n                    >\n                        AI\/ML                    <\/a>\n                            <\/div>\n            <div\n                class=\"s-banner-post__content col-small-24 col-tablet-22 col-medium-14 col-big-15 col-laptop-14 col-fullhd-13 col-qhd-15\"\n            >\n                <h1 class=\"f-headline-semi-huge f-line\">\n                    Practical generative AI for media: how to use AI without the hype                <\/h1>\n                <div class=\"s-banner-post__description f-headline-extra-big\">\n                    How do you decide when generative AI actually makes sense? Emma Wicks, Director of Customer Analytics &amp; Data Science at one of the UK\u2019s leading media organisations, shares a practical perspective that starts with the problem, not the technology.                <\/div>\n                <div class=\"s-banner-post__details\">\n                    <div class=\"s-banner-post__date f-paragraph\">\n                        <svg class='o-icon o-icon--16 o-icon--calendar '>\n            <use xlink:href='#icon-16_calendar'><\/use>\n          <\/svg>                        <b>Last update date: <\/b>\n                        26 February 2026                    <\/div>\n                                        \n<div class=\"o-social-media  f-paragraph\">\n    <b>Share on: <\/b>\n            <a href=\"http:\/\/www.facebook.com\/sharer.php?u=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on Facebook\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"Facebook\">\n            <svg class='o-icon o-icon--16 o-icon--facebook '>\n            <use xlink:href='#icon-16_facebook'><\/use>\n          <\/svg>        <\/a>\n            <a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on Twitter\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"Twitter\">\n            <svg class='o-icon o-icon--16 o-icon--x '>\n            <use xlink:href='#icon-16_x'><\/use>\n          <\/svg>        <\/a>\n            <a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on LinkedIn\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"LinkedIn\">\n            <svg class='o-icon o-icon--16 o-icon--linkedin2 '>\n            <use xlink:href='#icon-16_linkedin-2'><\/use>\n          <\/svg>        <\/a>\n    <\/div>\n                <\/div>\n            <\/div>\n            <div\n                class=\"s-banner-post__authors-wrapper col-small-24 col-tablet-22 off-medium-1 col-medium-8 off-big-2 col-big-7 off-laptop-4 col-laptop-6 off-fullhd-5 off-qhd-2 col-qhd-7\"\n            >\n                <div class=\"o-pill o-pill--brand o-pill--circle\"><\/div>\n                <h2 class=\"s-banner-post__authors-header f-headline-semi-large f-line\">\n                    <strong>Written by:<\/strong>\n                <\/h2>\n                <div class=\"s-banner-post__authors\">\n                                                                    <div class=\"s-banner-post__author\">\n                            \n<div class=\"o-person-linkedin o-pill o-pill--image  o-person-linkedin--no-shadow o-person-linkedin--has-link\">\n            <img decoding=\"async\" width=\"240\" height=\"480\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480.jpg 240w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480-150x300.jpg 150w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/>                <a class=\"o-person-linkedin__linkedin\" href=\"https:\/\/www.linkedin.com\/in\/anna-mleczko\/\" target=\"_blank\" aria-label=\"LinkedIn\" data-elementclick=\"person-linkedin-url\" rel=\"noopener\">\n            <svg class='o-icon o-icon--16 o-icon--linkedin '>\n            <use xlink:href='#icon-16_linkedin'><\/use>\n          <\/svg>        <\/a>\n    <\/div>\n                            <p class=\"f-paragraph s-banner-post__author-name\">\n                                Anna Mleczko                            <\/p>\n                                                            <p class=\"f-paragraph s-banner-post__author-position\">\n                                    Head of Media and Advertising Practice                                <\/p>\n                                                                                        <a href=\"https:\/\/www.future-processing.com\/blog\/author\/amleczko\/\" class=\"o-button o-button--tertiary o-button--arrow o-button--icon-right o-button--m\">\n                                    More from this author                                    <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                                    <svg class='o-icon o-icon--24 o-icon--arrow '>\n            <use xlink:href='#icon-24_arrow'><\/use>\n          <\/svg>                                <\/a>\n                                                    <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5fb7369f e-flex e-con-boxed e-con e-child\" data-id=\"5fb7369f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2c841b09 e-con-full e-flex e-con e-child\" data-id=\"2c841b09\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5ed8940e elementor-widget elementor-widget-table-of-contents\" data-id=\"5ed8940e\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:&quot;.toc-ignore&quot;,&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;numbers&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_widescreen&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_laptop&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h2 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of contents\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__5ed8940e\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ed3150b elementor-widget elementor-widget-fp_social-media\" data-id=\"4ed3150b\" data-element_type=\"widget\" data-widget_type=\"fp_social-media.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div class=\"o-social-media o-social-media--border f-paragraph\">\n    <b>Share on: <\/b>\n            <a href=\"http:\/\/www.facebook.com\/sharer.php?u=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on Facebook\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"Facebook\">\n            <svg class='o-icon o-icon--16 o-icon--facebook '>\n            <use xlink:href='#icon-16_facebook'><\/use>\n          <\/svg>        <\/a>\n            <a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on Twitter\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"Twitter\">\n            <svg class='o-icon o-icon--16 o-icon--x '>\n            <use xlink:href='#icon-16_x'><\/use>\n          <\/svg>        <\/a>\n            <a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https%3A%2F%2Fwww.future-processing.com%2Fblog%2Fpractical-generative-ai-for-media%2F\" aria-label=\"Share on LinkedIn\" target=\"_blank\" rel=\"noopener noreferrer\" data-elementclick=\"social-media-link\" data-elementname=\"LinkedIn\">\n            <svg class='o-icon o-icon--16 o-icon--linkedin2 '>\n            <use xlink:href='#icon-16_linkedin-2'><\/use>\n          <\/svg>        <\/a>\n    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8f0d25f e-con-full js-post-content s-post-content e-flex e-con e-child\" data-id=\"8f0d25f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ba17af4 elementor-widget elementor-widget-fp_text_box\" data-id=\"ba17af4\" data-element_type=\"widget\" data-widget_type=\"fp_text_box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div class=\"o-text-box m-gradient-light o-text-box--shadow\">\n            <div class=\"o-text-box__intro f-paragraph\"><p>Generative AI has become a familiar topic across almost every industry, and the media sector is no exception. Many <strong>teams feel an expectation to explore new tools<\/strong> or test emerging capabilities so they do not appear to be falling behind.<\/p><p>This sentiment is often expressed through questions such as <em>\u201cWe need to be using it\u201d<\/em> or <em>\u201cWhere can we use it?\u201d<\/em>. When activity starts from that position, <strong>AI can quickly become a solution in search of a problem<\/strong> rather than a purposeful way to improve how teams work or make decisions.<\/p><\/div>\n                    <div class=\"f-paragraph o-text-box__text\"><p>Recently, <a href=\"https:\/\/www.linkedin.com\/in\/anna-mleczko\/\" rel=\"noopener\">Anna Mleczko<\/a>, Head of Media &amp; Advertising at Future Processing, sat down with <a href=\"https:\/\/www.linkedin.com\/in\/emma-wicks-82866a16\/\" rel=\"noopener\">Emma Wicks<\/a>, Director of Customer Analytics &amp; Data Science at <a href=\"https:\/\/www.telegraph.co.uk\/\" rel=\"noopener\">The Telegraph<\/a>.<\/p><p>During their discussion, Emma\u2019s shared insight into her approach, which begins with<strong> identifying the real issue at hand<\/strong> and<strong> only then considering whether generative AI is the right tool<\/strong> to address it.<\/p><p>For media leaders, the question becomes less about how to use generative AI and more about <strong>where it can reliably help<\/strong>. The most effective applications tend to emerge in areas that are already<strong> well understood but have long been difficult to optimise<\/strong>, where the right intervention can strengthen decision making and reduce the day-to-day friction that slows teams down.<\/p><\/div>\n    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e700c4d elementor-widget elementor-widget-heading\" data-id=\"4e700c4d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Creativity under constraint<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e13c0f elementor-widget elementor-widget-text-editor\" data-id=\"8e13c0f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Creativity in media organisations is often expressed through <strong>how teams approach everyday problem solving<\/strong>. With evolving audience behaviours, shifting platforms and a wide mix of legacy processes, <strong>progress frequently relies on people who can connect ideas across different areas of the business<\/strong> and rethink how established workflows operate. This type of creativity is not about producing something novel, but about <strong>recognising patterns and spotting opportunities<\/strong> to find practical ways of making improvements.<\/p><p>It is also an essential part of how AI is used effectively. Generative AI introduces new possibilities, although <strong>its value depends on the ability to frame the right questions<\/strong> and understand where it can meaningfully support existing work.<\/p><p>Emma Wicks explains:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-08ca08c elementor-widget elementor-widget-fp_quote\" data-id=\"08ca08c\" data-element_type=\"widget\" data-widget_type=\"fp_quote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"o-quote o-quote--left\">\n            <svg class=\"o-quote__icon\"\n                            >\n                                <use xlink:href=\"#quotation-mark\"><\/use>\n            <\/svg>\n            <div\n                class=\"o-quote__text f-paragraph f-paragraph o-quote__text--italic\"\n            >\n                <div >\n                    We have not always got the biggest budgets or the best tools, but there will be a way to answer that problem with what we have got.                <\/div>\n            <\/div>\n            <div class=\"o-quote__author f-paragraph \">\n                \n                \n                <div class=\"o-quote__author-info\">\n                    <div class=\"o-quote__author-name\">\n                        <div\n                                                    >\n                            Emma Wicks                        <\/div>\n                    <\/div>\n                    <div\n                        class=\"o-quote__author-position\"\n                    >\n                        <div >\n                            Director of Customer Analytics &amp; Data Science at The Telegraph                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a690a7 elementor-widget elementor-widget-text-editor\" data-id=\"8a690a7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>This attitude reflects a broader reality across the industry, where<strong> resourcefulness shapes what innovation looks like<\/strong> in practice.<\/p><p>When teams approach challenges with this mindset, <strong>AI becomes a means to strengthen processes that have long been difficult to optimise<\/strong>, rather than a piece of technology to deploy simply because it is available.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a898e2 elementor-widget elementor-widget-fp_cta\" data-id=\"7a898e2\" data-element_type=\"widget\" data-widget_type=\"fp_cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"o-cta\">\n    <div class=\"o-cta__pill-container\">\n                    <img decoding=\"async\" width=\"120\" height=\"260\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/01\/pill-AI.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>            <\/div>\n    <div class=\"o-cta__text-container\">\n                                    <div class=\"f-paragraph\"><p><strong>Get recommendations on how AI can be applied within your organisation.<\/strong><\/p><p>Explore data-based opportunities to gain a competitive advantage.<\/p><\/div>\n                                    <div class=\"o-cta__buttons-container\">\n                                    <a class=\"o-button o-button--primary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/adopt-ai\/?utm_source=blogbanner\" target=\"_self\">\n                        <span>Adopt AI with us<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                                                    <a class=\"o-button o-button--secondary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/blog\/practical-generative-ai-for-media\/#contact-form\" target=\"_self\">\n                        <span>Let&#039;s work together<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                            <\/div>\n            <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a5b1db2 elementor-widget elementor-widget-heading\" data-id=\"a5b1db2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>The problem-first approach to using AI<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73e788b elementor-widget elementor-widget-text-editor\" data-id=\"73e788b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>AI adoption in many organisations begins with questions such as <i>\u201cWhere can we use it?\u201d<\/i> or <i>\u201cWhat can we automate?\u201d<\/i>. These questions often come from a <strong>genuine desire to innovate<\/strong>, but they can <strong>push teams towards technology-led initiatives that are only loosely connected to real operational needs<\/strong>.<\/p><p>Most AI failures in media come from starting with the technology rather than the problem. The result is familiar across the industry: isolated proofs of concept, tools that do not integrate into daily workflows and projects that struggle to demonstrate lasting value.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ac263f elementor-widget elementor-widget-fp_quote\" data-id=\"2ac263f\" data-element_type=\"widget\" data-widget_type=\"fp_quote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"o-quote o-quote--left\">\n            <svg class=\"o-quote__icon\"\n                            >\n                                <use xlink:href=\"#quotation-mark\"><\/use>\n            <\/svg>\n            <div\n                class=\"o-quote__text f-paragraph f-paragraph o-quote__text--italic\"\n            >\n                <div >\n                    <p>I always start with the problem first. If generative AI is the way to solve it, great. If it is not, we will not use it.<\/p>                <\/div>\n            <\/div>\n            <div class=\"o-quote__author f-paragraph \">\n                \n                \n                <div class=\"o-quote__author-info\">\n                    <div class=\"o-quote__author-name\">\n                        <div\n                                                    >\n                            Emma Wicks                        <\/div>\n                    <\/div>\n                    <div\n                        class=\"o-quote__author-position\"\n                    >\n                        <div >\n                            Director of Customer Analytics &amp; Data Science at The Telegraph                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-17a1a89 elementor-widget elementor-widget-text-editor\" data-id=\"17a1a89\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A more <strong>sustainable approach<\/strong> starts with understanding the underlying problem. Instead of looking for opportunities to apply AI, teams focus on<strong> identifying the specific challenges<\/strong> that hinder progress or limit insight.<\/p><p>This perspective<strong> reduces the pressure to <a href=\"https:\/\/www.future-processing.com\/adopt-ai\/\">adopt AI<\/a> for the sake of visibility<\/strong> and instead encourages teams to concentrate on areas where new capabilities can genuinely help. For media organisations, it also provides a <strong>safeguard for investment<\/strong> by ensuring that resources are directed towards improvements that support editorial, commercial or operational goals rather than experimental work that may not lead anywhere.<\/p><p>By making<strong> problem definition the first step<\/strong>, AI becomes part of a broader toolkit, applied selectively and with clear purpose rather than a technology that drives strategy on its own.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14d55ff elementor-widget elementor-widget-text-editor\" data-id=\"14d55ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Read more about AI on our blog:<\/p><ul><li><a href=\"https:\/\/www.future-processing.com\/blog\/ai-infrastructure\/\">AI infrastructure: a comprehensive guide to building your AI stack<\/a><\/li><li><a href=\"https:\/\/www.future-processing.com\/blog\/ai-implementation-in-business\/\">AI implementation in business: how to do it successfully?<\/a><\/li><li><a href=\"https:\/\/www.future-processing.com\/blog\/ai-pricing-is-ai-expensive\/\">AI pricing: how much does Artificial Intelligence cost?<\/a><\/li><li><a href=\"https:\/\/www.future-processing.com\/blog\/how-to-build-a-successful-ai-strategy\/\">How could you build a successful AI strategy in 5 steps?<\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4d157c elementor-widget elementor-widget-heading\" data-id=\"a4d157c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Use case 1: improving image metadata with AI<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b50ac20 elementor-widget elementor-widget-text-editor\" data-id=\"b50ac20\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>Problem:<\/b> No structured way to analyse image characteristics at scale.<br \/><b>AI Capability:<\/b> Generative AI auto-tags attributes such as people, faces, layout and composition.<br \/><b>Outcome:<\/b> Clearer insight into which images perform best across platforms.<\/p><p><strong>Image choice has a noticeable influence on how articles perform across platforms<\/strong>, yet many media organisations still lack the detailed metadata needed to understand why certain images work better than others. Most publishers rely on simple counts of images or basic engagement metrics, which offer<strong> little insight into the visual features that shape performance<\/strong>. In the absence of this structure, teams often depend on intuition rather than evidence.<\/p><p>This leads to a familiar pattern. When editors ask which image styles perform best, the <strong>task often becomes a manual review of thumbnail collections<\/strong> and an attempt to spot informal trends. As Emma noted:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bfa04d elementor-widget elementor-widget-fp_quote\" data-id=\"7bfa04d\" data-element_type=\"widget\" data-widget_type=\"fp_quote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"o-quote o-quote--left\">\n            <svg class=\"o-quote__icon\"\n                            >\n                                <use xlink:href=\"#quotation-mark\"><\/use>\n            <\/svg>\n            <div\n                class=\"o-quote__text f-paragraph f-paragraph o-quote__text--italic\"\n            >\n                <div >\n                    <p>We were literally just eyeballing thumbnails... now we can see whether a person looking at the camera works better.<\/p>                <\/div>\n            <\/div>\n            <div class=\"o-quote__author f-paragraph \">\n                \n                \n                <div class=\"o-quote__author-info\">\n                    <div class=\"o-quote__author-name\">\n                        <div\n                                                    >\n                            Emma Wicks                        <\/div>\n                    <\/div>\n                    <div\n                        class=\"o-quote__author-position\"\n                    >\n                        <div >\n                            Director of Customer Analytics &amp; Data Science at The Telegraph                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4bf44d elementor-widget elementor-widget-text-editor\" data-id=\"a4bf44d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Manual review can produce broad impressions, but<strong> it cannot scale or reveal the subtleties<\/strong> that influence behaviour across platforms.<\/p><p>Generative AI provides a <strong>practical alternative by automatically tagging images<\/strong> with attributes such as the presence of people, facial expression, colour balance and layout. When <strong>combined with performance data<\/strong> and analysed through machine learning models, these tags make it <strong>possible to identify<\/strong> which visual elements contribute to stronger results on some platforms but not on others.<\/p><p>For media organisations, <strong>strengthening metadata offers immediate and transferable value<\/strong>. It supports clearer insight and more consistent testing, which results in more informed decisions about image strategy. By improving data foundations, teams can achieve reliable gains without relying on high-visibility AI features.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc051ef elementor-widget elementor-widget-fp_cta\" data-id=\"bc051ef\" data-element_type=\"widget\" data-widget_type=\"fp_cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"o-cta\">\n    <div class=\"o-cta__pill-container\">\n                    <img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"260\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/01\/pill-money-chart.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>            <\/div>\n    <div class=\"o-cta__text-container\">\n                            <h3 class=\"o-cta__header f-headline-semi-large\"><p><strong>\u00a31B+ in bookings for the UK\u2019s largest independent broadcaster with a new ad management platform<\/strong><\/p><\/h3>\n                                            <div class=\"o-cta__buttons-container\">\n                                    <a class=\"o-button o-button--primary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/case-studies\/itv\/?utm_source=blogbanner\" target=\"_self\">\n                        <span>Read our case study<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                                                    <a class=\"o-button o-button--secondary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/blog\/practical-generative-ai-for-media\/#contact-form\" target=\"_self\">\n                        <span>Contact us<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                            <\/div>\n            <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fce2221 elementor-widget elementor-widget-heading\" data-id=\"fce2221\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Use case 2: AI for more accurate article classification<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-556a0e2 elementor-widget elementor-widget-text-editor\" data-id=\"556a0e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>Problem:<\/b> Outdated article classification taxonomies with inconsistent tagging and heavy manual rules.<br \/><b>AI Capability: <\/b>Generative AI assigns mid-level subjects more accurately than rigid code.<br \/><b>Outcome:<\/b><span style=\"font-weight: 400;\"> Clearer insight, improved reporting and stronger personalisation.<\/span><\/p><p>Article classification remains a <strong>long-standing challenge for many publishers<\/strong>. Taxonomies often evolve gradually, becoming<strong> brittle and inconsistent over time<\/strong>, leaving teams with a mix of broad categories that are too general and granular tags that are too detailed to support reliable analysis. The result is a <strong>classification system held together<\/strong> by complex rules, extensive conditional logic, and continuous editorial effort simply to keep it functioning.<\/p><p>Instead of relying on fixed rules or thousands of inconsistent tags, <strong>AI can help create mid-level taxonomies that better reflect how content is actually produced and consumed<\/strong>. These categories offer enough nuance to reveal meaningful patterns in audience behaviour while remaining structured enough to maintain consistency. At The Telegraph, this shift replaced a system built on lengthy logic statements. Emma gladly explained:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12deac7 elementor-widget elementor-widget-fp_quote\" data-id=\"12deac7\" data-element_type=\"widget\" data-widget_type=\"fp_quote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"o-quote o-quote--left\">\n            <svg class=\"o-quote__icon\"\n                            >\n                                <use xlink:href=\"#quotation-mark\"><\/use>\n            <\/svg>\n            <div\n                class=\"o-quote__text f-paragraph f-paragraph o-quote__text--italic\"\n            >\n                <div >\n                    <p>We used to have 13 pages of code... now AI categorises articles in a more consistent way.<\/p>                <\/div>\n            <\/div>\n            <div class=\"o-quote__author f-paragraph \">\n                \n                \n                <div class=\"o-quote__author-info\">\n                    <div class=\"o-quote__author-name\">\n                        <div\n                                                    >\n                            Emma Wicks                        <\/div>\n                    <\/div>\n                    <div\n                        class=\"o-quote__author-position\"\n                    >\n                        <div >\n                            Director of Customer Analytics &amp; Data Science at The Telegraph                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9992dc3 elementor-widget elementor-widget-text-editor\" data-id=\"9992dc3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For the wider industry, the benefits are clear. More reliable categorisation <strong>strengthens reporting and insight generation<\/strong>, <strong>improves topic planning<\/strong> and <strong>reduces friction<\/strong> between desks by offering a shared understanding of how content is organised. It also <strong>enhances personalisation<\/strong> and recommendation systems by providing more accurate signals about article topics.<\/p><p>The broader lesson is that <strong>valuable AI use cases often begin with strengthening core foundations<\/strong>. By modernising taxonomies, media organisations can reduce editorial overhead, unlock clearer insight and create a more effective base for future AI applications.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb2dbb2 elementor-widget elementor-widget-heading\" data-id=\"cb2dbb2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Building a culture of safe AI exploration<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-306b61b elementor-widget elementor-widget-text-editor\" data-id=\"306b61b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The <strong>ability to use AI effectively<\/strong> is shaped as much by organisational culture as by the technology itself. Tools evolve quickly, and<strong> their value depends on how confident teams feel when experimenting with them<\/strong> and how willing they are to share what they discover. A <strong>low-pressure environment encourages this kind of behaviour<\/strong>, allowing people to learn through practical use rather than formal instruction alone.<\/p><p>One useful model is to<strong> create regular opportunities for teams to exchange ideas<\/strong> and demonstrate what they have found. At The Telegraph, this takes the form of<strong> monthly sessions<\/strong> that range from simple discoveries, such as a feature that improves the tone of an email, to early prototypes built through experimentation. As Emma observed, <em>\u201cIt is not all on me to find everything\u201d<\/em>, a reminder that reflects<strong> the importance of distributing curiosity and responsibility<\/strong> across the whole team.<\/p><p>For media organisations, several practices help create the right conditions:<\/p><ul><li>Encourage <strong>experimentation<\/strong> by giving teams permission to test tools without expectation<\/li><li>Support<strong> better prompt craft<\/strong> through simple guidance and shared examples<\/li><li>Offer<strong> safe spaces<\/strong> where people can try ideas without concern for mistakes<\/li><li>Highlight <strong>useful discoveries<\/strong> so others can learn from them<\/li><\/ul><p>Together, these <strong>practices help AI adoption grow from genuine relevance rather than pressure<\/strong>, allowing new ideas to take hold naturally across the organisation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-473ec39 elementor-widget elementor-widget-image\" data-id=\"473ec39\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"512\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2024\/12\/Benefits-of-AI-in-digital-transformation.jpg\" class=\"attachment-large size-large wp-image-31186\" alt=\"Benefits of AI in digital transformation\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2024\/12\/Benefits-of-AI-in-digital-transformation.jpg 960w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2024\/12\/Benefits-of-AI-in-digital-transformation-300x192.jpg 300w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2024\/12\/Benefits-of-AI-in-digital-transformation-768x491.jpg 768w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2024\/12\/Benefits-of-AI-in-digital-transformation-625x400.jpg 625w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Benefits of AI in digital transformation<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-599cdd8 elementor-widget elementor-widget-heading\" data-id=\"599cdd8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Where AI creates real value in media<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e1d2b9 elementor-widget elementor-widget-text-editor\" data-id=\"5e1d2b9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Much of the public discussion around AI in the media still focuses on<strong> automated content creation<\/strong>, particularly the idea of AI writing articles. Although this attracts attention, <strong>it overlooks areas where AI can make a more consistent and measurable contribution<\/strong>. The stronger opportunities lie in improving the infrastructure that supports journalism rather than attempting to replace the work itself.<\/p><p>Enhancing metadata, strengthening insight generation and streamlining workflows offer <strong>clearer value<\/strong>. These improvements help teams<strong> understand how content performs, identify bottlenecks <\/strong>and create space for <strong>journalists to focus on reporting and analysis.<\/strong> Selectivity is essential when using AI.<\/p><p>The real risk is not that AI will replace newsrooms, but that <strong>organisations may concentrate on visible experiments while overlooking quieter improvements<\/strong> that raise quality every day. By prioritising the foundations of content production, media companies can develop a more stable and effective approach to AI.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6e6c31 elementor-widget elementor-widget-heading\" data-id=\"e6e6c31\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Summary<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-091ecf2 elementor-widget elementor-widget-text-editor\" data-id=\"091ecf2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Generative AI delivers the most value when it is used to solve well-defined challenges<\/strong> rather than adopted by default. A<strong> problem-first approach<\/strong> helps teams understand where AI can make a meaningful contribution and where established methods remain more effective.<\/p><p>Strengthening metadata, improving insight generation and giving teams low-pressure opportunities to explore new tools all support this approach, even if these areas attract less attention than content-focused experiments.<\/p><p>Emma emphasised the <strong>importance of knowing<\/strong> <em>\u201cwhere we want to use it and where we do not\u201d<\/em>. Generative AI is not inevitable, yet it can be transformative when applied with purpose. The organisations that benefit most will be those that<strong> invest in foundations<\/strong> rather than shortcuts and prioritise improvements that genuinely support their goals.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27b59d9 elementor-widget elementor-widget-fp_cta\" data-id=\"27b59d9\" data-element_type=\"widget\" data-widget_type=\"fp_cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"o-cta\">\n    <div class=\"o-cta__pill-container\">\n                    <img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"260\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/01\/pill-consulting-1.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>            <\/div>\n    <div class=\"o-cta__text-container\">\n                            <h3 class=\"o-cta__header f-headline-semi-large\"><p><strong>Driving revenue and shaping the future of Media with technology<\/strong><\/p><\/h3>\n                            <div class=\"f-paragraph\"><p>Contact us to see how we can help you transform your media business.<\/p><\/div>\n                                    <div class=\"o-cta__buttons-container\">\n                                    <a class=\"o-button o-button--primary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/media-industry\/?utm_source=blogbanner\" target=\"_self\">\n                        <span>See our offer<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                                                    <a class=\"o-button o-button--secondary o-button--xs o-button--arrow o-button--icon-right\" href=\"https:\/\/www.future-processing.com\/blog\/practical-generative-ai-for-media\/#contact-form\" target=\"_self\">\n                        <span>Contact us<\/span>\n                        <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                        <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                    <\/a>\n                            <\/div>\n            <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-442aed79 e-con-full elementor-hidden-tablet_extra elementor-hidden-tablet elementor-hidden-mobile_extra elementor-hidden-mobile e-flex e-con e-child\" data-id=\"442aed79\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4570135d toc-ignore elementor-widget elementor-widget-fp_sidebar\" data-id=\"4570135d\" data-element_type=\"widget\" data-widget_type=\"fp_sidebar.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"o-sidebar\">\n                            \n    <div class=\"o-sidebar__related-articles\">\n                    <h3 class=\"o-sidebar__title f-headline-semi-large\">Related articles<\/h3>\n                            <div class=\"o-sidebar__items\">\n                                    <div class=\"o-sidebar__item\">\n                                                    <div class=\"o-sidebar__item-photo\">\n                                <img loading=\"lazy\" decoding=\"async\" width=\"1290\" height=\"400\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/Cloud-Cost-Excellence-in-Media-A-CEOCFO-Playbook.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/Cloud-Cost-Excellence-in-Media-A-CEOCFO-Playbook.jpg 1290w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/Cloud-Cost-Excellence-in-Media-A-CEOCFO-Playbook-300x93.jpg 300w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/Cloud-Cost-Excellence-in-Media-A-CEOCFO-Playbook-1024x318.jpg 1024w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/Cloud-Cost-Excellence-in-Media-A-CEOCFO-Playbook-768x238.jpg 768w\" sizes=\"(max-width: 1290px) 100vw, 1290px\" \/>                            <\/div>\n                                                <div class=\"o-sidebar__item-text\">\n                                                            <div class=\"f-paragraph\">Cloud cost excellence in Media: a CEO\/CFO playbook<\/div>\n                            \n                                                            <a href=\"https:\/\/www.future-processing.com\/blog\/cloud-cost-excellence-in-media-ceo-cfo-playbook\/\" class=\"o-button o-button--tertiary o-button--xs o-button--icon-right o-button--arrow\" data-elementname=\"sidebar\" data-elementtype=\"Read more\">\n                                    Read more                                    <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                                    <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                                <\/a>\n                                                    <\/div>\n                    <\/div>\n                                    <div class=\"o-sidebar__item\">\n                                                    <div class=\"o-sidebar__item-photo\">\n                                <img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"646\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/The-role-of-AI-agents-in-modern-business-strategies.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/The-role-of-AI-agents-in-modern-business-strategies.jpg 450w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/The-role-of-AI-agents-in-modern-business-strategies-209x300.jpg 209w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/>                            <\/div>\n                                                <div class=\"o-sidebar__item-text\">\n                                                            <div class=\"f-paragraph\">The role of AI agents in modern business strategies<\/div>\n                            \n                                                            <a href=\"https:\/\/www.future-processing.com\/blog\/ai-agents-in-modern-business-strategies\/\" class=\"o-button o-button--tertiary o-button--xs o-button--icon-right o-button--arrow\" data-elementname=\"sidebar\" data-elementtype=\"Read more\">\n                                    Read more                                    <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                                    <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                                <\/a>\n                                                    <\/div>\n                    <\/div>\n                            <\/div>\n            <\/div>\n            \n                            <div class=\"o-sidebar__value\">\n                                            <h3 class=\"o-sidebar__title f-headline-semi-large\">Value we delivered<\/h3>\n                                                                                            <div class=\"o-sidebar__value-item\">\n                                                                    <div class=\"o-sidebar__number\">\n                                        <span class=\"o-sidebar__number-content\">\n                                                                                        <div class=\"f-grid-number\">66<\/div>\n                                                                                    <\/span>\n                                                                                    <span aria-label=\"%\" class=\"o-percentage\">\n                                                <span class=\"o-percentage__slash\"><\/span>\n                                            <\/span>\n                                                                            <\/div>\n                                                                                                    <div class=\"o-sidebar__text f-paragraph\"><p>reduction in processing time through our AI-powered AWS solution<\/p><\/div>\n                                                                                                    <div class=\"o-sidebar__link\">\n                                        <a href=\"https:\/\/www.future-processing.com\/case-studies\/careerspring\/\" class=\"o-button o-button--tertiary o-button--s o-button--icon-right o-button--arrow\" data-elementname=\"sidebar\" data-elementtype=\"Read the case study\">\n                                            Read the case study                                            <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                                        <\/a>\n                                    <\/div>\n                                                            <\/div>\n                                                            <\/div>\n                    <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-645ec47f e-con-full e-flex e-con e-parent\" data-id=\"645ec47f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-470d4656 toc-ignore elementor-widget elementor-widget-fp_post_authors\" data-id=\"470d4656\" data-element_type=\"widget\" data-widget_type=\"fp_post_authors.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div\n    class=\"s-post-authors  o-margin__bottom--standard o-margin__top--standard  m-gradient-light s-post-authors--single\"\n    >\n            <img loading=\"lazy\" decoding=\"async\" width=\"1278\" height=\"871\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/authors_bg.png\" class=\"s-post-authors__background-image\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/authors_bg.png 1278w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/authors_bg-300x204.png 300w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/authors_bg-1024x698.png 1024w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/authors_bg-768x523.png 768w\" sizes=\"(max-width: 1278px) 100vw, 1278px\" \/>        <div class=\"o-container\">\n                                    <div class=\"row\">\n                        <h2 class=\"f-headline-semi-large f-line s-post-authors__header col-small-24 col-big-15 off-big-9 col-laptop-12 off-laptop-6 col-fullhd-11 off-fullhd-7\">\n                <p><strong>About the author:<\/strong><\/p>            <\/h2>\n                            <\/div>\n                            <div class=\"s-post-authors__list row\">\n                                            <div class=\"s-post-authors__author col-small-24 col-medium-15 off-big-9 col-laptop-12 off-laptop-6 col-fullhd-11 off-fullhd-7\">\n                    <div class=\"o-pill o-pill--circle o-pill--brand\"><\/div>\n                    \n<div class=\"o-person-linkedin o-pill o-pill--image  o-person-linkedin--no-shadow o-person-linkedin--has-link\">\n            <img decoding=\"async\" width=\"240\" height=\"480\" src=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480.jpg 240w, https:\/\/www.future-processing.com\/blog\/wp-content\/uploads\/2025\/10\/amleczko_blog_240_480-150x300.jpg 150w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/>                <a class=\"o-person-linkedin__linkedin\" href=\"https:\/\/www.linkedin.com\/in\/anna-mleczko\/\" target=\"_blank\" aria-label=\"LinkedIn\" data-elementclick=\"person-linkedin-url\" rel=\"noopener\">\n            <svg class='o-icon o-icon--16 o-icon--linkedin '>\n            <use xlink:href='#icon-16_linkedin'><\/use>\n          <\/svg>        <\/a>\n    <\/div>\n                    <div class=\"s-post-authors__background\">\n                        <div class=\"s-post-authors__text\">\n                            <h3 class=\"f-line\">\n                                <span class=\"f-headline-semi-large\"><b>Anna Mleczko<\/b><\/span>\n                                                                    <p class=\"s-post-authors__position f-paragraph\">\n                                        Head of Media and Advertising Practice                                    <\/p>\n                                                            <\/h3>\n                                                            <div class=\"s-post-authors__description f-paragraph\">\n                                    <p>I manage sales initiatives for modern technologies &#8211; AI, data, cybersecurity, product design, and software development &#8211; supporting clients in the media and advertising sector, from large enterprises to smaller firms. My work is focused on the UK market, where I also run a series of dedicated events for C-level executives. I am responsible for acquiring new clients (inbound &amp; outbound), developing proposals, and shaping the sales strategy for the entire sector. My goal is to build relationships that translate directly into business success.<\/p>\n                                <\/div>\n                                                    <\/div>\n                        <div class=\"s-post-authors__buttons\">\n                            <a href=\"https:\/\/www.future-processing.com\/blog\/author\/amleczko\/\" class=\"o-button o-button--xs o-button--tertiary o-button-arrow o-button--icon-right\">\n                                View more posts by&nbsp;Anna                                <svg class='o-icon o-icon--10 o-icon--arrow '>\n            <use xlink:href='#icon-10_arrow'><\/use>\n          <\/svg>                                <svg class='o-icon o-icon--16 o-icon--arrow '>\n            <use xlink:href='#icon-16_arrow'><\/use>\n          <\/svg>                            <\/a>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-487d6d5d toc-ignore elementor-widget elementor-widget-fp_contact_form\" data-id=\"487d6d5d\" data-element_type=\"widget\" id=\"contact-form\" data-widget_type=\"fp_contact_form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n<div class=\"s-contact-form js-form  o-margin__top--standard o-margin__bottom--standard s-contact-form--white\"  id=\"contact-form\">\n    <div class=\"o-container\">\n        <div class=\"row\">\n            <div class=\"s-contact-form__intro col-small-24 col-big-8 col-qhd-9\">\n                                    <h2 class=\"f-headline-extra-large f-line s-contact-form--hide-when-sent\">\n                        <p><b>Let&#8217;s talk<\/b><\/p>\n                    <\/h2>\n                                                                    <div class=\"s-contact-form__text f-headline-extra-big s-contact-form--hide-when-sent\">\n                        <p>Contact us and transform your business with our comprehensive services.<\/p>                    <\/div>\n                                                                    <div class=\"s-contact-form__email-wrapper js-copy\">\n                        <a class=\"s-contact-form__email js-copied-element f-headline-extra-big\"\n                           href=\"mailto:contact@future-processing.com\"\n                           data-elementclick=\"contact-email-click\"\n                           data-elementname=\"Email - 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Emma Wicks, Director of Customer Analytics &#038; Data Science at one of the UK\u2019s leading media organisations, shares a practical perspective that starts with the problem, not the technology.<\/p>\n","protected":false},"author":141,"featured_media":35382,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2182],"tags":[],"coauthors":[1949],"class_list":["post-35336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-ml"],"acf":{"reading-time":0,"show-toc-sublists":false,"image":"","logo":"","button1":{"button1_type":"none","button":""},"button2":{"button2_type":"none","button":""},"person":{"person_photo":"","person_name":"","person_position":""}},"_links":{"self":[{"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/posts\/35336","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/users\/141"}],"replies":[{"embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/comments?post=35336"}],"version-history":[{"count":25,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/posts\/35336\/revisions"}],"predecessor-version":[{"id":35705,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/posts\/35336\/revisions\/35705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/media\/35382"}],"wp:attachment":[{"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/media?parent=35336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/categories?post=35336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/tags?post=35336"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.future-processing.com\/blog\/wp-json\/wp\/v2\/coauthors?post=35336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}