“AI will dominate all sectors of our society, including media intelligence industry”: Q/A with Luis Mota, Chief Operating Officer, CARMA

Luis Mota, Chief Operating Officer at CARMA shares in this interview his views on Artificial Technology and its impact on the media intelligence industry. Luis also shares his experience with early adoption and if it is worth the risk and last but not least explains why he believes that automation is the future of content creation.

Q: Do you consider that AI-driven tracking of news is the evolution of media intelligence?

Luis: The Verge tweeted last month that “Putin says that the nation that leads in AI will be the ruler of the word.” This post together with Elon Musk’s claim that “AI is probably humanity’s biggest existential threat,” makes it very clear how AI will dominate all sectors of our society, including the media intelligence industry. It will have an impact on all sides of the business: monitoring, analysis, reporting, interaction with clients, and so on.

In fact, technology always has been the main driver of our industry. Either because it allowed a significant reduction of operational costs – making it possible to integrate the concept of economy of scale – or because the technology adds real value to the clients. After scissors, photocopy machines, scanners, databases, internet, big data platforms and business intelligence tools were the most important innovations in the business over the years.

Of course, artificial intelligence was the natural next step. I introduced AI in my own business based in machine learning around 10 years ago – about the same time that L’Argus de la Presse did it. It turned out we were both using the same partner. So AI is already an evolution in place in our industry for at least a decade, but it is certainly much more popular and trendy now after IBM, Google, Apple and Facebook made public announcements about their developments in this field and as a response to the volumes of data generated by the social networks.

Teaching the machines how to think like we do is having a huge impact in the way the companies from our industry are organising themselves today. It helps us to categorise, index, evaluate, extract entities, summarise, build relationship networks, predict events, anticipate trends or analyse sentiment.

The value to the client already exists, but the big transformation is going to be the automation of 60% to 80% of the processes in traditional media intelligence companies. It will allow companies to dramatically reduce operational costs. The economy of scale never had such a potential, to easily grow the business and make it global and be distinctive. My personal perspective is this will be the arena where we’re going to find the next big players – including new entrants, disrupting business models to create new opportunities. The winners are going to be the companies with better accuracy, more intelligence capacity and the ability to deliver more insights.

Thus, AI is the past, the present and the future. Every day we have new technology available to support us in better teaching the machines, in a more assertive way – the game is to get as close as possible to perfection, doing the same work as humans, but without mistakes, always using the same logic. That leads to better consistency and an infinite capacity to process large amounts of data. We can’t effectively analyse on-line or social without it. After all, how can humans analyse the 1.3 million pieces of content shared every minute on Facebook or the 500 million tweets posted every day?

To read the full interview with Sophia Karakeva on Datascouting.com click here