TL;DR
- Viaccess Orca CTO Alain Nochimowski shares his perspective on how generative AI is changing video personalization and offers advice for working with GenAI.
- He is bullish on generative AI, but does not shy away from discussing some of the growing pains and challenges of leveraging the technology. He encourages everyone to get hands-on with GenAI tools and learn how to utilize ones that are specific to their needs.
WATCH “The Next Paradigm of Personalization”
NAB Senior Vice President of Emerging Technology John Clark sat down virtually with Viaccess Orca Chief Technology Officer Alain Nochimowski to discuss how generative AI is likely to affect content personalization. Watch their full conversation (above) or read on for some of the highlights.
First, Nochimowski says, generative AI “will definitely impact UGC.” In the near future, he predicts, much of what we today think of us as user-generated content “will be automated and created through LLMs.”
Additionally, “premium content” creation processes will be aided by generative AI and should “definitely have a big impact.”
“You’re going to witness,” Nochimowski says, a “change of paradigm in terms of how video gets personalized.”
Currently, he explains, “You segment your audience and then you basically send the right video or what video advertising functions to the right audience.”
But with generative AI tools, we will be able to “go one step further. We’ll be able to craft the message specifically and possibly, even sometimes online, you know, to this specific segment that you’re going to address.”
Nochimowski says, “The other opportunity, I think, relates to the knowledge that broadcaster or video service provider will get from its own audience.” He explains that companies will be able to “extract even more insights” from viewership data. It will help to foster “a new level of engagement with the audience.”
Despite all of this, Nochimowski admits, “The challenge is manifold” in working with generative AI. He emphasizes the importance of crafting guardrails, noting that the concept of brand safety and brand identity. He says it’s important that the guardrails evolve “in sync” with the technology.
GenAI has created “a lower entry into technology” for many individuals and Nochimowski suggests that many start by experimenting with these tools. After all, the technology is progressing incredibly quickly, but it still takes human effort and back-and-forth to get the best product from an LLM or other tool.
