NAB
Superfans are the most passionate consumers; they know every
detail about the content they love and create ties to other content through
context and correlation. Can artificial intelligence accomplish something
similar?
article here
Experts at Comcast’s technology division think so. “The
introduction of machine learning into the video workflow is the first step at
replicating and scaling the superpowers of the superfan,” the company says in
its report.
“One of the most wonderful qualities of a superfan is their
ability to build connections, correlations, and recommendations between
content,” says Comcast. “Superfans can also steer you to engaging new
experiences solely from their own deep understanding of what they love; not
just actors and genres, but also more emotional components like tone,
sentiment, and mood.”
If video companies want to emulate this by capturing and
analyzing metadata from the sheer volume of content passing back and forth over
their platforms, the only way to do so is with an automated AI.
A more intelligent system that can detect commonalities
within a library can move more efficiently to categorize and group content
based on specific criteria, Comcast explains.
Sports viewers can experience immediate benefits from an AI
implemented in the content creation to distribution chain. A series of machines
learning services can build practices that can be accessed during or shortly
after a live game or event, “providing viewers with customized ways to get
straight to what they want, whether it’s a highlights reel of things they’ve
missed or simply the ability to have content quickly showcased with thumbnails
and summarizations.”
If the speed of live wasn’t enough of a reason for media
organizations to adopt AI, then the growing need to deliver interactive
experiences surely must.
“The very act of engaging with video is now introducing new
layers of complexity that providers have to solve for,” Comcast states. “Today
we have streaming experiences with gaming or transactional components; but what
about tomorrow? What happens when viewing content gives the viewer
opportunities to engage in real time with relevant products and social media
connections within the program they’re watching?”
One thing that happens is the opportunities to ‘sell’ that
personalized data to advertisers rises with the tide. An AI system can grow
those new connecting points with customers, not just to improve consumer
content recommendations but improve ad campaign results.
“Intelligent services that can create informative metadata
for advertisers elevate media buys from a simple transaction into a more
valuable partnership between advertiser and content destination.”
Operationally, Comcast argues that a system that injects a
machine learning component “accelerates the continuous improvement loop that
all businesses strive for.” As more content is ingested and analyzed, and the business
is able to “amass a war chest of enriched metadata,” a system that remembers
contextual information improves the ability to build experiences, make more
effective suggestions to consumers and provide advertisers with more focused
targeting.
Comcast’s VideoAI is a software-as-a-service that can help
companies understand and analyze video (live and on-demand), audio, and closed
captions to create “actionable” metadata around content assets and improve
advertising efficiency. It won a 2022 NAB Show Product of the Year
Award under the AI/ML category.
“There’s a lot of groundwork required in order to develop
and implement an effective AI/ML solution in video instances,” explains Kerry
Zivnger, product manager at Comcast Technology Solutions. “What really sets
VideoAI apart is that we’ve got our focus placed not just on today’s operations
but also on where the technology and market are headed ten years out. And we’ve
got the resources to build VideoAI as a suite of services that evolve over
time.”
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