Artificial intelligence (AI) is a buzzword in almost every industry these days, thanks to the rapid evolvement of technology. Not only does it help consumers make better day-to-day decisions, it also improves efficiency in organisations.

Data-driven decision-making is the way to go for any organisation to achieve its business goals. In a study conducted by the MIT Center for Digital Business, researchers found that among the companies surveyed, the ones that were mostly data-driven had a 4% higher productivity and 6% higher profits than the average and this should come as no surprise because decisions that are made by these companies would have been supported by verified and empirical data instead of pure guesses and assumptions.

AI gets the most out of data

The decision to use AI as part of Media Prima’s initiatives is closely linked to its vision as a group to move towards a digital-first and data-driven organisation. It acknowledges the use of AI/machine learning can help drive informed marketing decisions (internally for stakeholders and externally for clients) as it is concentrated on mimicking the human decision-making process. As such, it made a conscious choice to invest significantly in big data. The digital arm of the Media Prima Group, Media Prima Digital has traversed an arduous journey to establish quality digital content for its users and it has managed to collect valuable data and insights based on its users’ journeys.