Seven West Media announces ‘groundbreaking’ new AI tool: ‘A significant milestone in the digital transformation of our business’
Seven West Media (SWM) has revealed its plans for generative artificial intelligence.
On Thursday, the company announced the Seven AI Factory – “a dedicated Generative AI and machine learning team, to accelerate the creation innovative data-driven products across the business”.
Established in partnership cloud, data and AI company, Databricks – who now have a dedicated team based in the Seven Sydney offices – SWM said the new asset “will boost Seven’s digital engagement, audience understanding and advertising strategies across its 7plus video streaming platform and 7NEWS digital platforms”.
“As we place data, insights and AI at the heart of our operations, our collaboration with Databricks in the AI Factory marks a significant milestone in the digital transformation of our business,” Seven Digital managing director, Gereurd Roberts, said.
“By leveraging GenAI and machine learning, we are not only enhancing our ability to predict and understand audience behaviours, we are revolutionising the way we acquire, personalise and deliver content and engaging advertising campaigns to our viewers.
“Through the launch of the AI Factory we will upskill and build out our own teams, ensuring these capabilities and products are in-house and at the forefront of Seven’s future, and also our partners’ future.
“We’re excited to engage with our clients and agencies to co-create products that drive the most effective outcomes for their businesses and brands.”
Gereurd Roberts
Seven’s director, data and growth, Andrew Brain, added: “Our commitment to innovation is further exemplified by the development of a natural language-powered query engine. This groundbreaking tool will empower all business units and non-technical users to query Seven’s extensive data repository, providing real-time insights to drive strategic decision-making and operational excellence. Simply put, we’re democratising data to create new insights across the Seven business.
“The company-wide GenAI solution now in progress is designed to bring back known users to 7plus, to know what VOD show will be the most viewed by time of day, and to have greater guidance on revenue forecasting with direct and programmatic business. The goal is to create the best user ad experience based on the user’s recency, frequency and engagement.
“Why, for example, should all users receive the same ad experiences when it comes to ad breaks and ad pods; engagement and loyalty should be rewarded.
“These initiatives are a testament to our unwavering commitment to being data-driven and leveraging cutting-edge technologies to stay ahead in the digital landscape and with that, we will be releasing a new predictive version of 7REDiQ audiences mapped against data partners.”
The news comes on the same day that Google News Initiative and Bastion Digital announced they are developing a series of AI workshops for Australian newsrooms, with a number of top journalists and AI experts helping develop and lead the course.
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Databricks are solid and have a track record across many verticals in AU for smarter data utilisation.
This is absolutely a good move for a struggling, traditional media company.
More of this and less of the whiney “Meta took our money and reach”
Is anyone going to call bullsh*t on this?
[Edited]
For God’s sake don’t change the product, will you.
I’m being sarcastic.
“Ground reading AI tool” – says bloke in a suit…
(That doesn’t compute?)
Sounds like they’ve just put a AI spin on tools and excel spreadsheets
Business via press release at its finest….