AI can greatly enhance media production and social media engagement, but it should be used to complement, not replace, human creativity and connection. And, as AI becomes more integrated into media and social platforms, it’s crucial to establish ethical guidelines and robust systems to prevent the spread of misinformation.

In this FIR interview with Pete Pachal, founder and CEO of The Media Copilot, Neville and Shel explore the intersection of artificial intelligence and media, with a focus on how generative AI influences social media, journalism, and brand engagement. We also consider how brands must adapt to new social media landscapes where AI-driven conversations may replace traditional metrics of engagement, requiring a shift in how they interact with their audiences.

Pete argues that the rapid advancement of AI tools means that businesses, media companies, and communicators need to stay ahead of the curve to leverage these technologies effectively while being mindful of the potential risks.

About our Conversation Partner

Pete Pachal is the Founder and Editor-in-Chief of The Media Copilot, where he writes about how generative AI is changing journalism, the media and creative fields. He also teaches journalists and content creators how to use AI tools and consults with companies of all sizes on how to incorporate generative AI into real work.

Pete has a long career in journalism and media, previously holding senior roles in global newsrooms such as CoinDesk and Mashable. He also puts his encyclopedic knowledge of Doctor Who to work every week in the podcast ‘Pull To Open’.

Follow Pete on LinkedIn.

Links from This Interview:

• The Media Copilot


• The Media CoPilot on Substack


• Pull To Open on Spotify

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