The webinar organised by the Asia-Pacific Broadcasting Union (ABU) saw panellists cover the topics of Interactive Content Delivery Network (ICDN) and Data Clean Rooms (DCR).
KUCHING (Sept 23): The development of artificial intelligence (AI) and advanced models like ChatGPT has opened up exciting possibilities for content delivery networks (CDNs).
This has given birth to the concept of Interactive Content Delivery Network (iCDN), where AI, interactivity, computing power and financial resources converge to shape the digital world.
According to expert Dr Francis Teo, who is an enterprise architect, AI is on the cusp of revolutionising the broadcasting industry by improving customer experiences and creating new revenue opportunities.
“The ability to incorporate and integrate with data tables can help broadcasters expand their additional monetisation channels and enhance customer experiences.
“Interactive AI, which enables avatars or AI entities to understand user intent and respond intelligently, is pivotal for advertisers to engage effectively with audiences,” he pointed out.
Dr Teo said this during a webinar hosted by the Asia-Pacific Broadcasting Union (ABU) titled ‘Interactive Content Delivery Network (ICDN) and Data Clean Rooms (DCR) in Media Industry’ on Thursday.
The live streamed webinar gathered experts sharing on TV and broadcasting identity resolution and its impact on privacy and security.
The webinar discussed how the fusion of AI with content delivery is creating a future where content is dynamically personalised to individual preferences, resulting in more engaging and immersive digital experiences.
The fusion has led to the emergence of interactive advertisements where the dynamic overlays on traditional ads have redefined viewer engagement.
The webinar led by Netstairs chief executive officer cum Vypa Corporation chief science officer Dr Ahmad Moradi was also joined by other speakers including K Media Marketing Sdn Bhd general manager for sales Pattrik Ting, and moderator M Vijjayandran who is also Vypa Corporation chief executive officer.
Meanwhile, Dr Moradi emphasised that the usage of AI-powered virtual hosts had transformed the user interactions.
These digital avatars, driven by sophisticated AI algorithms, interact with users in real-time, providing personalised experiences while responding intelligently to user input.
Their ability to exhibit realistic facial expressions and emotions sets them apart, creating a truly immersive and authentic interaction.
“The facial expressions and emotions displayed by these digital avatars offer a genuine user experience, setting them apart from 2D or 3D counterparts.
“Rendering in real-time has always been a challenge, but these breakthroughs capture the audience’s attention,” he said, commending these developments.
Addressing concerns regarding generative AI authenticity and accuracy, Dr Teo stressed the importance of responsible AI practices, emphasises the need for high-quality training data, robust content moderation, and fine-tuning AI behaviour to maintain ethical standards.
“The foundation of a responsible AI interaction is actually the quality of the training data. I’m sure that the AI model learns from reliable sources.
“So when you do news casting, you need to have reliable, trustworthy sources first. Avoid unverified and biased information as to minimise the risk of generating misleading content,” he emphasised.
“Secondly, it’s crucial to establish a strong content moderation system that combines automated algorithms. This system will effectively filter and remove any harmful or deceptive content, preserving the integrity of the interaction.
“Thirdly, fine-tuning AI behaviour is essential. As an AI scientist, I can customise the AI model to adhere to specific content guidelines and ethical standards. This customisation allows us to control the AI’s behaviour and prevent it from producing deceptive or offensive content,” he added.
Dr Moradi concurred on the importance of emphasising responsible use of AI.
“As the safe keeper of AI, we must ensure that AI is used for good intentions, with permission-based content management to create secure environments for brands to showcase their content and sponsorships,” he said.
When asked about the cost of incorporating interactive AI services, Dr Teo clarified that costs would vary depending on the size of the work, whether you want to do it at a large or small scale.
“I have to put this out of the scope of this webinar. You can actually contact us internally via email and we will understand the size, the scope of the project before we will give you any kind of pricing,” he added.
Asia-Pacific Broadcasting Union is the biggest broadcasting union in the world; established in 1964 as a non-profit, non-governmental, non-political association with the mandate to assist the development of broadcasting in the region.