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During the recent 6th World Media Summit in Urumqi, northwest China's Xinjiang Uygur autonomous region, top TV executive Jack Gao addressed a forum about how artificial intelligence (AI) is reshaping the

Jack Gao speaks at a forum during the 6th World Media Summit in Urumqi, northwest China's Xinjiang Uygur autonomous region, Oct. 14, 2024. [Photo courtesy of Whale TV]

"AI possesses the ability to speak, write, see, create and learn — mimicking the very cognitive capabilities that define us as human," said Gao, chairman of Whale TV. "I view AI as a new digital species, one that is both our companion and our partner."

Having spent his career at the intersection of technology and entertainment — from Microsoft China and News Corp. to Fox, Legendary Pictures, AMC Theatres, and now Whale TV — the executive has been uniquely placed to witness firsthand the transformative power of technology in the media industry. He even believes AI's impact on human civilization may very well surpass that of fire, agriculture or electricity.

Despite its growing prominence, there is still widespread misunderstanding about AI, he pointed out, and many people are either unaware of its potential or hold misconceptions about its capabilities. "AI is not overhyped; if anything, it demands more attention and awareness," he said. "Today, AI is no longer a buzzword, but a profound force revolutionizing media production and audience engagement."

The executive has observed several key trends shaping the media landscape: personalization at scale, whereby AI enables highly individualized experiences; interactivity and immersion, with AI, AR and VR transforming passive consumption into active participation; media-commerce integration, allowing audiences to seamlessly purchase products directly from media content; and cross-screen synergy, with AI enabling seamless media consumption across multiple devices.

"These trends offer exciting opportunities — new revenue streams, cost efficiencies and more. However, they also present significant challenges. With great AI power comes the responsibility to navigate issues of privacy, ethics and the preservation of storytelling as an art form," he noted.

As a former board director of AMC Theatres, Gao noted the significant challenges theatres face in an age of home entertainment. However, he believes AI is revitalizing the cinema experience by offering immersive and interactive content that can be tailored in real-time. Meanwhile, personal computers and tablets have evolved into true creative powerhouses. With the help of AI, virtually anyone can produce professional-quality content, democratizing media creation in unprecedented ways. Whether it is an independent filmmaker or a young child with a great idea, the tools to create are now within reach, he said.

In terms of smartphones, the most personal and ubiquitous screen, Gao explained that AI is personalizing content consumption at an individual level, from bite-sized videos to augmented reality experiences. The executive believes phones have essentially become personal media assistants, curating experiences to people's preferences. However, this heightened personalization presents challenges in managing attention spans and addressing the ethical implications of AI's influence on user behavior.

Television has transformed from the bulky analog devices of the past to today's sleek, connected digital platforms, while streaming now dominates TV consumption, replacing traditional cable and satellite. AI has made connected TV predictive, anticipating viewers' preferences before they themselves know, Gao said. Television now serves as the central hub of smart homes, linking security systems, appliances and more, which offers media companies dynamic and profitable engagement opportunities, he added.

The promising prospects prompted Gao to join Whale TV, which powers over 100 million connected devices globally, and he eventually became the company's chairman. "I can confidently say that connected TV operating systems will be a critical component of the media landscape in the years to come," he said. "These systems will integrate AI and other emerging technologies, creating a future where media is not just consumed, but experienced in ways we can scarcely imagine today."