The use of generative artificial intelligence in the media and telecommunications sector

GenAI is very versatile

At the same time, competitive pressures mean that most organizations cannot afford to wait and see what happens with GenAI. In the telecommunications industry, KPN has already identified over 60 cases of use of this new technology. Winifred Andriessen, director of advanced analytics at KPN, believes GenAI can help provide customers with the best services while automating many other processes. Meanwhile, Talpa Group, one of the Netherlands’ leading media organizations, uses GenAI to create images for game shows, write promos and scripts, create subtitles, compose social media posts, and many other purposes.

Talpa found GenAI to be much more versatile than expected. In addition to simply speeding up administrative processes such as monthly reporting, planning and control, recruitment and communication, GenAI “is also very creative, so it can help with discussing creative concepts, marketing campaigns and media briefings,” says Joost Brakel, managing director of… Al and innovations in the Talpa network.

In the case of NXP Semiconductors, GenAI could help significantly increase the productivity of its 11,000 software engineers, thereby accelerating “innovation cycle time,” notes Patrick Attallah, NXP’s chief data officer.