AI is not media companies’ biggest challenge

Were media owners thriving before generative AI went mainstream?

Were they self-sustainable before GDPR came into force?

Were they making the most of their advertising revenue with this or that ID solution?

Will agentic AI in advertising solve their monetisation problems?

The list of questions could continue. 

Each of these deserves the full attention of dedicated internal resources. Instead, I fear that what is happening in the industry is different: for some executives, any occasion is a good one to move the focus away from the foundational issues, and point the finger at a culprit responsible for the misfortunes of media companies.