A presentation at Grupa ZPR Media - AI Day in in Warsaw, Poland by Petyo Dimitrov
AI for Media: the genie is out of the bottle Petyo Dimitrov / July 2025
About me • 18 years in Software Engineering • Head of Data & AI @ Avenga • PhD in Computer Science • Adjunct Professor / Public speaker
Agenda AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources
First, some fun with AI Play me
Hype, hope, reality “ChatGPT hit 1 million users in 5 days and projects to reach 1 billion in 2025” “~40% of Enterprises have AI projects in production and ~40% are piloting one” “~70% of businesses report using Generative AI in at least one function”
AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources
How will AI impact the Media sector?
10,000-foot view
Audience engagement – Ask “Poradnik Zdrowie” Jan Kowalski: Czy rumianek naprawdę pomaga w leczeniu wrzodów żołądka, czy to mit?
Audience engagement – Ask “Poradnik Zdrowie”
Audience engagement – Ask “Poradnik Zdrowie”
Audience engagement – Content moderation & analysis
What are major players doing with moderation? 3 x articles open for commenting: higher reader engagement & loyalty + more ad revenue
Personalized recommendations
What are others doing for recommendations? 17% increase in click-through rates
Newsroom automation & Augmented journalism Summaries, Takeaways Research assistance Content framing Headline engagement testing Proofreading
What are major players doing? 10 x earnings coverage, freed up ~20% of reporters’ time, and decreased errors
Visual intelligence search
Voice content & Avatars
AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources
Trusted Across Industries
AI services to empower your vision Workforce Enablement Solutions & AI Agents Creative Content Generation Automated Customer Support Personalized Recommenders Customer 360° Insights & Micro-segmentation Predictive Analytics and Forecasting Visual Control Systems Intelligent Document Processing Fraud Detection
Wide technology-agnostic expertise Modern Data Platforms & BI Data Engineering & Streaming Azure Data Factor y Generative AI SQL & NoSQL Data Stores Azure Stream Analytics ML Frameworks & Platforms Azure ML Data Science
Augment your Data & AI team and accelerate Data Warehousing/ Data Modeling Data Visualization 5 Data Engineer Data Analyst SQL AI Engineer 4 Business Analysis 250+ Specialists in Data & AI field Performance Optimization 3 2 1 Data Mining Data Processing Design 0 Mathematic Cloud Azure Solutions Architect Azure Data Engineer Azure AI Engineer, Azure Data Scientist Fabric Analytics Engineer Power BI Data Analyst GCP Cloud Architect GCP Professional Machine Learning Engineer GCP Professional Cloud DevOps Engineer IBM Certified Generative AI Engineer Assoc. IBM Certified Cognos Specialist IBM Certified DB2 Database Associate IBM Certified DataStage Solution Developer Oracle Certified Professional Oracle Certified Associate Oracle Certified Expert Tableau Certified Data Analyst Machine Learning CI/CD Programming language AWS Certified Cloud Practitioner AWS Certified Solutions Architect AWS Certified Data Analytics PCAP Certified Associate
Our Global Footprint Delivery Centers With strong presence in Poland Our Clients Returning clients Years 97% 30+ We’re proud to see our clients returning - trust that lasts. Over three decades of experience delivering reliable, innovative solutions. Experts In Poland 6000+ 1600+ A dedicated global team of skilled professionals driving your success. Large delivery center in Poland, in Warsaw, Krakov and Wrocław. Cologne Warsaw Prague Sofia Skopje
Avenga today stands on the foundation of 12 companies from around the world 800 600 Number of experts 120 130 100 750 Main location (s) Number of experts Main location(s) 500 400 700 80 500 800
Your Full-Cycle Software Partner Consulting Engineering Support & Maintenance 24/7 From ideation and feasibility studies to future-ready roadmaps, we ensure scalable, efficient digital transformation. By balancing innovation with practicality, Avenga continually unlocks opportunities for growth and efficiency in our client’s market. Our future-proof architecture, custom software development, and solution-engineering services cover end-to-end software solutions, DevOps, QA automation, API strategy, cloud enablement, and legacy system modernization. We turn ideas into high-performing digital products. Our proactive monitoring and management minimize downtime and resolve issues before they affect operations. Avenga ensures your systems remain secure, with optimized performance, reduced risks, and an extended life cycle. 1 2 3
AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources
Why you need to evaluate? “Up to 75% of AI projects never deliver ROI or get past pilot” Fortune
Questions before starting an AI project (1) 1. Is it a repetitive task or augmenting a human? 2. What KPI – error tolerance / saved effort / response time / …? 3. Is there a non-AI approach that’s cheaper / faster?
Questions before starting an AI project (2) 4. Do you have the necessary data? 5. Can you start with a GenAI baseline in <= 4 weeks? 6. Do usage speed, volume and infrastructure costs fit? 7. Are there regulatory risks (data, explainability, EU AI act)?
AI use cases in Media Our role behind these examples 7 criteria to evaluate your AI ideas Resources
Newsletters How Are News Publishers Using AI? (Brightsites) https://www.brightsites.co.uk/news Generative AI in the Newsroom https://generative-ai-newsroom.com JournalismAi https://mailchi.mp/lse.ac.uk/journalismai Expl.AI.nable https://veryexplainable.substack.com
YouTube & LinkedIn Voices Media CoPilot (Pete Pachal) https://www.youtube.com/@themediacopilot JournalismAi on YouTube (Conference Videos) https://www.youtube.com/@PolisLSE Pete Pachal (LI) https://www.linkedin.com/in/peterpachal/recent-activity/all/ Francesco Marconi https://www.linkedin.com/in/francescopmarconi/recent-activity/all/
Dziękuję! Petyo Dimitrov Head of Data & AI, Avenga linkedin.com/in/petyo-dimitrov petyo.dimitrov@avenga.com
AI is out of the bottle! It’s already changing how media companies engage audiences, recommend content, moderate discussions, and even automate parts of newsroom workflows.
In this talk, we’ll look at real-world use cases where AI delivers measurable results like improving reader experience and freeing up reporters’ time. My goal is to inspire you to think about how you can apply AI in your media organization to improve a specific process or service. At the same time, since AI is both rapidly evolving and heavily hyped, I also share a practical framework of seven questions you can use to evaluate whether your AI idea is worth pursuing or likely to end up in “pilot hell.”
for free. You
can too.