In 2024, we saw media and tech companies flood resources and investments into the potential of generative AI. Now that the initial excitement has dwindled, it’s time to deliver. Business leaders are asking to see the returns of those investments and how we’re using the technology to bolster efficiency (and bottom lines).

This next year, the industry will need to sift through the irrational exuberance around AI and drive more discipline around spend, investing in deployments that are sustainable and responsible.

Experimentation and innovation will continue to be key, but overall, there will be increased demands for the AI euphoria to yield revenue outcomes that drive a sustainable business model for trusted and reliable content while safeguarding IP.