AI is everywhere in media right now—generating content, optimizing SEO, and promising to unlock a new wave of growth. But beneath the buzz, a quieter shift is underway. Leading publishers are no longer chasing flashy experiments. They’re using AI to fix the foundation.
That’s the big takeaway from the new research study from The Rebooting and BlueConic. Based on a survey of 79 media professionals and in-depth interviews with product and data leaders at brands like TIME and BuzzFeed, the report reveals how AI is being applied to the real work of media: improving segmentation, orchestrating personalization, and making audience data actually usable.
Here are a few of the key findings:
1. Audience Data Strategy is Still a Mess
Most publishers agree that audience data is critical—but few have a coordinated strategy. Data remains siloed, team ownership is inconsistent, and AI tools often add complexity instead of clarity.
33% say siloed platforms are a top challenge
35% cite difficulty applying AI insights at scale
22% report no clear team owns the audience data strategy
Key Takeaway: AI can’t deliver results if your foundation is fragmented. Centralizing ownership and aligning teams is the first step toward activation.
2. AI's Greatest Value? Not Content—Coordination
While tools like ChatGPT get headlines, the real wins are happening behind the scenes. AI is helping unify fragmented stacks, uncover behavioral patterns, and activate insights that were previously trapped in spreadsheets.
58% are using or planning to use AI for audience insights
48% are using AI for segmentation or churn reduction
As BuzzFeed’s head of AI, Gilad Lotan, puts it: “It’s not just about automation—it’s about orchestration.”
Key Takeaway: The best AI use cases aren’t flashy—they’re foundational. Connecting insights to action is where the real value lives.
3. Efficiency Gains are Real, but Shallow
AI is making teams faster. Social copy, headline optimization, SEO suggestions—these are table-stakes use cases that free up time. But they don’t move the needle unless they’re connected to bigger growth outcomes.
59% say AI has improved efficiency
Only 13% say those gains have been “significant”
Key Takeaway: Efficiency is a starting point—not a strategy. Real growth comes when speed and insight lead to smarter decision-making.
4. Personalization is Still Out of Reach
Nearly every publisher lists personalization as a top goal. But most are stuck at basic cohort-level targeting. One-to-one experiences remain rare—and trust in AI outputs is a major blocker.
Only 5% say they’re “very effective” at personalization
42% rate their current personalization efforts as poor
Key Takeaway: Personalization requires more than tech. It demands trust, infrastructure, and a shared commitment to using data smarter.
The Bottom Line
AI isn’t a magic wand. It’s a multiplier—but only if your foundation is solid. That means clear ownership, interoperable systems, and a culture ready to trust and act on AI-driven insights.
To dive deeper into what’s working—and what’s still holding publishers back—download the full report. It’s packed with firsthand perspectives from industry leaders and actionable insights for any team looking to make audience data a true growth engine.
