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The Week That Was: IT and Media news week 5

Artificial intelligence will have a big impact on marketing. By 2028, one out of five marketing roles or functions will be held by an AI worker, shifting human expertise to driving strategy, creativity, ethics, and managing a blended human and AI workforce, market research firm International Data Corporation (IDC) says in a forecast. “By 2026, 45% of individuals will search for information and engage in dialogue with brands via GenAI, forcing marketers to build and optimise for humanised digital AI as the primary customer interface”, according to the forecast.

Smartphone users will turn to AI assistants and by 2027, mobile app usage will decrease by 25%. AI assistants such as Apple Intelligence, ChatGPT, Google Gemini, Meta AI, and others will replace apps for many functions, market research firm Gartner says in a forecast. The average chief marketing officer allocates almost a quarter of the digital marketing budget to search, according to the forecast. Search currently drives more traffic to the average commercial enterprise website than any other referral source.

Just days after President Donald Trump announced that the US is leaving the landmark Paris climate agreement to combat global warming, a survey comprising eight countries shows  ‘climate perception inertia’ – a stagnation in public views on, attitudes to, and engagement with climate issues and information over time despite the growing urgency of the crisis. News media continues to be the primary way people access climate change information, the survey made by Reuters Institute shows.

80% of journalists use AI in their profession but almost 8 in 10 (79.3%) have no established policy for AI use in their newsrooms. 52.4%  think AI has significantly impacted their work. Despite concerns about AI’s impact on creativity, originality, and the risk of increased misinformation, journalists express a cautious optimism towards this new technology, a survey by Thomson Reuters Institute shows. The survey comprises 200 journalists from more than 70 countries across the Global South and emerging economies.

Those younger than 25 spend more time on gaming and short form video than they do watching movies or shows on TV. 44% in the age group 13 to 24 agree that that is the case versus 31% who prefer TV and films. Among those over 25 years of age, it is the other way around, 57% prefer TV and films versus 24% who go for short form video and gaming. Among those who are 35 years old or more, it is the other way around: 57% prefer TV and films versus 24% who prefer to spend time on gaming and short form video, according to US-based Hub Entertainment Research. The US study comprises persons 23 to 74 years old.

 

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