1. AI emerges from the hype
From CES in 2017 and throughout the year, we have been bombarded with everything from cars, beds, toothbrushes, and toasters endowed with artificial intelligence, or AI. Some have risen to the occasion, others have struggled to find relevance, but all have benefited from the associated marketing cachet. In 2018 we will see the direct application of this class of technologies to media-technology. AI will assist media corporations in developing better content and allow consumers to have that content targeted to them more judiciously.

2. Data hoarding is no longer cool
It costs money to store data. While many organizations still talk about the need to process big data, those media companies that haven’t worked it out that “bigger is not better — better is better” will be significantly disadvantaged. What is better? Is data better because it is relevant, better because it is fresh, or better because one has lots of it? Or none of the above? Data is only as good as its utility. It takes real alchemists to turn lead into gold. Ask yourself this: If your business cannot make money out of your data, then why collect it?

3. Machine learning (ML) is about the right teacher
Knowing what data creates a viable economic outcome is central to the inevitable value of AI in media-technology. Although demeaning, as George Bernard Shaw wrote, “Those who can, do; those who can’t, teach.” And, so it is with ML. The ML promise has implied that plenty of data with the right algorithm will deliver riches to your media organization. In 2018 it will. But, not because of ML alone; it will be a result of those who can teach the ML because they know the business, and can do. In this respect, Decentrix leads the pack in media analytics and ML.

4. Trust becomes a force
We all intuitively know that success is built upon a foundation of trust. The events of the past 12 months have eroded that foundation through the proliferation of “facts” with dubious veracity mixed with opinion, memes, and emotion. The year ahead will be especially trying for media companies as product and service quality must rise above the increased noise of confusion and negative publicity. The only way to break through that noise is to focus on delivery commitments and customer promises. Be the company that always says what it does, and does what it says — to shareholders and stakeholders, to customers and employees alike. Competitive marketing will simply become noise.

5. Subscriptions become ubiquitous
Some may not realize that the subscription model was pioneered by print media. Now it is used by many businesses and websites. When electricity was first implemented in New York City, each building had its own generator and was dependent upon the Edison Company for everything from light bulbs to wiring. Now power is a utility, and consumers subscribe to the service on a consumption basis. It is becoming widely understood that companies adopting subscription models are growing their revenue significantly faster than those with traditional business models. Subscriptions drive media options and other consumer services, and so it will increasingly become critical for enterprise solutions to implement subscription-based services as part of their business models.