Caretta Research’s Angeliki Megariti: “The biggest barrier for broadcast and media buyers is a lack of AI skills”

“AI wasn’t mentioned at all at our first event at IBC2024, but this year it will be at the forefront of nearly every conversation across all parts of the industry,” said Carrie Wootten, Co-Founder of Media Talent Manifesto, which organises the WSC. 

It will also be woven across the IBC Talent Programme, which takes place today on the Hackfest Stage in Hall 14. This event is dedicated to empowering the next generation of professionals shaping media, entertainment and technology.

Media companies already have three times as many specialist AI roles as those outside the sector, Angeliki Megariti of Caretta Research told the WSC audience. 

“The biggest barrier for broadcast and media buyers is a lack of AI skills within their organisation," she said. "Most companies are eager to use AI rather than develop deep knowledge. Buyers want AI embedded in their standard tools. They see it more as a feature than a product itself.” 

She then highlighted that this creates an opportunity for vendors to enable AI adoption without heavy investment. 

“Most AI teams are currently small and focused on automating routine tasks, reducing costs and boosting creativity,” Megariti said. “We are at the point where vendors are selling and buyers want to use AI, but the lack of skills is slowing everyone down.”