Close to three-quarters (72%) of media professionals believe that skillsets within their organisations need to be ‘significantly reset’ in order to adapt to AI and the industry’s rapidly-changing environment.
This is according to a new survey conducted by insights platform Kantar Media, which spoke to more than 1,000 respondents directly involved in data, research and insights across more than 50 markets from April to May of this year.
Despite the majority of media outfits responding to the survey reporting good performance across the board, many are concerned about the impending skills gap posed by AI. Nearly half (49%) believe that AI is already having a significant impact on their organisation, with 74% adding that AI skills will be essential for recruits.
The report also revealed that as many as two-thirds (66%) of respondents believed it was important to recruit from outside the media industries to gain fresh perspectives. An overwhelming 90% said they want to bring people in who will challenge what their organisation is doing.
“The media industry is changing at an accelerated pace. Whether it’s due to big data, automation, generative AI or the next big innovation – what worked yesterday won’t necessarily work tomorrow,” Kantar Media global CEO, Patrick Béhar said.
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“Now, more than ever, hiring and retaining talent that can adapt to and drive change, challenge the status quo, and bring fresh perspectives on the future of media and measurement, will dictate who wins and who is left behind.
He hopes the findings will support the media sector better understand the talent and skills gap, and “start a conversation around the concrete ideas they can implement today”
Further findings indicated that around seven in ten people working in the industry believe it has has a problem with unconscious bias and should do more to recruit talent from all backgrounds. More than two-thirds (67%) said it is hard to compete with other organisations to recruit the best talent, with three-quarters (75%) adding that it is hard to retain their best talent.
More companies are also set to develop or recruit AI skills in-house, while 83% of respondents also believe a good grounding in how media works is essential for new recruits.
