A new global survey conducted by Kantar Media has revealed that the media industry is undergoing rapid transformation, driven by the increasing influence of artificial intelligence (AI) and changing technological demands. With insights gathered from 1,000 media leaders involved in data, research, and insights across over 50 markets, the findings highlight the critical talent and skills development priorities needed to thrive in this evolving landscape.
Key findings show that 72% of media professionals believe their organisations need a significant reset in skills to adapt to the growing impact of AI and a changing media environment. In fact, nearly half (49%) of respondents noted that AI is already having a substantial effect on their businesses, and 74% acknowledged that AI skills will be vital for future recruits.
Kantar Media’s Global CEO, Patrick Béhar, emphasised the urgency of this shift: “The media industry is changing at an accelerated pace. Whether it’s due to big data, automation, generative AI, or the next big innovation—what worked yesterday won’t necessarily work tomorrow. Hiring and retaining talent that can adapt to and drive change, challenge the status quo, and bring fresh perspectives will dictate who thrives and who is left behind.”
The survey also revealed that media organisations are increasingly looking beyond their traditional talent pools. 66% of respondents expressed the importance of recruiting from outside the media industry to bring in fresh perspectives from related fields, while an overwhelming 90% said they are keen to hire individuals who challenge their organisation’s current practices.
Béhar highlighted that now, more than ever, the ability to innovate and adapt will be the key differentiator for success in the media world: “At Kantar Media, we are investing in our talent and seizing the opportunity to evolve our core business. The insights from this survey will help our media colleagues understand the talent and skills gap and implement concrete ideas today.”
Challenges in Recruiting and Retaining Top Talent
The study also exposed challenges in talent acquisition and retention. 75% of media leaders reported difficulties retaining their top talent, while 67% admitted that competition for the best talent has intensified. With many acknowledging the need to address unconscious bias in hiring, 70% of respondents believe the industry must do more to recruit talent from diverse backgrounds.
In response to these challenges, many companies are set to develop or recruit AI expertise in-house, as businesses race to stay competitive in an increasingly automated world. Additionally, 83% of media leaders agree that a strong understanding of how media works is crucial for new recruits, reinforcing the importance of foundational industry knowledge.
As the media ecosystem continues to evolve, it is clear that the need for diverse, adaptable, and AI-savvy talent has never been more critical. The findings from Kantar Media’s survey underscore the importance of fostering fresh perspectives and preparing for the technological innovations shaping tomorrow’s media landscape.
Reference: https://www.kantarmedia.com/news-and-resources/the-skills-shaping-the-media-ecosystem-of-tomorrow
