Seven West Media has partnered with Databricks to set up the Seven AI Factory, a dedicated Generative AI and machine learning team.
The AI Factory intends to boost Seven’s digital engagement, audience understanding and advertising strategies across its 7plus and 7NEWS digital platforms.
A dedicated team from Databricks is now working out of Seven’s Sydney offices, alongside the company’s data, digital content and programming, digital marketing, product and digital sales teams.
Gereurd Roberts (pictured), Managing Director, Seven Digital, said: “As we place data, insights and AI at the heart of our operations, our collaboration with Databricks in the AI Factory marks a significant milestone in the digital transformation of our business.
“By leveraging GenAI and machine learning, we are not only enhancing our ability to predict and understand audience behaviours, we are revolutionising the way we acquire, personalise and deliver content and engaging advertising campaigns to our viewers.
“Through the launch of the AI Factory we will upskill and build out our own teams, ensuring these capabilities and products are in-house and at the forefront of Seven’s future, and also our partners’ future. We’re excited to engage with our clients and agencies to co-create products that drive the most effective outcomes for their businesses and brands,” he said.
Seven’s Director, Data and Growth, Andrew Brain, said: “Our commitment to innovation is further exemplified by the development of a natural language-powered query engine. This groundbreaking tool will empower all business units and non-technical users to query Seven’s extensive data repository, providing real-time insights to drive strategic decision-making and operational excellence. Simply put, we’re democratising data to create new insights across the Seven business.
“The company-wide GenAI solution now in progress is designed to bring back known users to 7plus, to know what VOD show will be the most viewed by time of day, and to have greater guidance on revenue forecasting with direct and programmatic business. The goal is to create the best user ad experience based on the user’s recency, frequency and engagement. Why, for example, should all users receive the same ad experiences when it comes to ad breaks and ad pods; engagement and loyalty should be rewarded.
“These initiatives are a testament to our unwavering commitment to being data-driven and leveraging cutting-edge technologies to stay ahead in the digital landscape and with that, we will be releasing a new predictive version of 7REDiQ audiences mapped against data partners,” he said.
Using AI and machine learning Seven has achieved a remarkable 94% accuracy in forecasting audience against shows and genre for all video-on-demand content for the next 28 days.
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