The immediate challenge is not killer robots, its job replacement. If individuals are automated out of jobs, the future for society is bleak.
Computers can already take orders, fold clothes and even drive cars, but where to from here?
The robots are coming. Although often spoken of in future tense, the truth is machine learning is well and truly here. Without realising, consumers interact with ‘smart’ technology at almost every touch point; from robotic vacuums to facial recognition technology, artificial intelligence (AI) is helping to complete tasks faster, cheaper and – sometimes – more effectively than ever before.
In an economy that’s driven by speed and efficiency, it should come as no surprise that a computer’s ability to communicate at a trillion bits per second is favoured above the human capability of about 10 bits.
McKinsey recently reported that 40 per cent of work tasks can be automated using existing technology, prompting everyone from factory workers to lawyers and accountants to consider the threat of being replaced by robots as not just inevitable, but imminent.
For technologists, we are witnessing first-hand how this emerging field is transforming the companies we work for.
In my work at Isentia, we use machine learning to process seven million news items each day. Not long ago this was a task relegated performed solely by humans with the mind-numbing task of flipping through newspapers in search of stories that might relate to a client.
We have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible.
Today, machines trawl video, audio and digital content across over 5,500 new sites at a rate of 234 stories per second and present meaningful summaries to clients in real-time.
Whether a story breaks on Twitter and then spills across news platforms and onto television and radio, machine learning can track and analyse how a story evolves with 99 per cent accuracy.
While AI is revolutionising the way that we work, the impact is far greater for those in the tech industry.
In our mission to develop software that can learn complex problems without needing to be taught how, the success of the AI industry ultimately comes down to technology professionals: our ability to automate, and the pace at which we expand the field of machine learning.
With an annual growth rate of 19.7 per cent percent (predicted to be worth $15.3 billion by 2019), it’s safe to say our foot is well and truly on the pedal. While this relies greatly on our technical capabilities, it is something that challenges many of us ethically: what set of values should AI be aligned with?
Two of the greatest technologists of our times, Elon Musk and Stephen Hawking, have spoken about both the potential benefit and the harm that an AI arms race could deliver. An eradication of disease is not unfathomable, but nor is a threat to humanity. They hold grave concerns as to whether or not robots can be controlled against misuse or malfunction.
While thought provoking, the immediate challenge is not killer robots, it’s job replacement. Employment may not seem like an ethical problem, but if individuals are automated out of jobs, the future for society is bleak.
While the phrase ‘Thank God it’s Friday’ has forged its way into the 9-to-5 vernacular, for most people, jobs create a huge sense of personal and professional satisfaction… not to mention a means to pay bills.
An apocalypse might be somewhat melodramatic, however I do agree that it is important to consider just how closely we should merge biological and digital intelligence.
Computers can already take orders, fold clothes and even drive cars, but where to from here? It’s both exciting and terrifying. The last time we experienced a revolution like this was in the early 1900s when cars, telephones and the airplane all emerged at once.
Contrary to the hype, there lies an enormous opportunity for humans to work with artificial intelligence, not be replaced by it.
Make no mistake: at some level every job can be carried out by a robot. But there are certain jobs, particularly in technology, that require decision making, planning or coding software.
While computers do a brilliant job of executing well-defined activities – such as telling us the fastest route to get from home to work – it is safe to say that humans are an essential component of goal setting, interpreting results, humour, sarcasm and implementing common sense checks.
The most difficult jobs to automate are those that involve managing and developing people. While in this industry most of our jobs are safe (for now), we should heed the advice of Musk and Hawkings and protect those outside our field by proceeding with caution. How then to facilitate human and robots working together harmoniously without the workforce morphing into cyborgs? The secret is to not sail out farther we can row back.
As technologists, we also have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible. It’s the best, and most ethical, way to prepare for the inevitable advent of AI.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
Artificial intelligence (AI). Just saying the words invokes visions of an apocalyptic future teeming with deadly machines like The Terminator or even software like The Matrix's Agent Smith. At least that’s the dystopia the scaremongers are peddling. If the latest hype is anything to go by, AI will not only change life on earth as we know it, it will probably take your job too.
As an editor, content marketer and millennial, it appears my head is on the chopping block. Gartner predicts that by 2018, 20 per cent of business content will be authored by machines, and many are speculating that journalists will cease to exist. Add Elon Musk comparing AI to a demon, and even I’m spooked.
But I won’t pack up my desk just yet. Here’s why.
We’re surrounded by AI
Let’s be honest: this is nothing new. Artificial intelligence, machine learning and automation have been around for quite a while, and we’ve all been targeted by Facebook’s AI-applied targeted advertising and subject to Google AdWords’ AI-powered, automated bidding for years.
Your top picks on Netflix? AI technology fuels its recommendation engine. Apple’s personal assistant, Siri? She’s machine learning to better predict, understand and answer your questions. Google? Depends on AI to rank your search results.
But the machines haven’t taken over yet. Despite it trickling into everyday life, AI is still in its infancy. Instead of conjuring images of alien robots, we should really think of the technology as a baby Bicentennial Man in nappies – waiting for us to teach it.
AI is growing up fast
To be useful for content marketing, AI needs a mammoth amount of fresh, structured data.
Its power lies in its ability to analyse large data sets to reveal patterns and trends. Feed it enough high-quality data and it will be able to predict share prices or a human's lifespan and, in some cases, even write content.
Natural language generation (NLG) is a type of AI software capable of producing coherent, readable text. NLG robo-journalists are already creating basic sports content and corporate earnings reports. But, as smart as it is, NLG isn’t truly independent – it needs very specific data sets and templates before it can write, and it can’t create anything genuinely new.
Still, that doesn’t mean we can’t use the technology. In the realm of content marketing, AI can gather, sort and make sense of oceans of data – something the industry is swimming in.
AI: Spotting trends, making predictions
Ask any marketer and they’ll tell you they’re ‘data driven’.
Sure, we’re data driven. We look at engagement metrics to tell us what’s working, and change things accordingly to make them work better and inform future decisions. But it’s generally retrospective.
A lot of what we do is still based on instinct. We still speak to real people. We still search online to understand what people are asking. We still study search volumes.
What we need is the ability to predict something before it needs to be changed. This is where the opportunity for AI is in content marketing right now.
Exciting stuff for a content marketer working in a media and data intelligence business. We’re already using our own AI to process seven million news items every day, at a rate of 234 stories per second.
With that much data, our software can make strong recommendations about what type of content we should be creating, and for whom. As it evolves (and learns), it should be able to spot trends and patterns early, informing communications strategies and helping businesses to maximise opportunity and minimise risk.
Humans and AI, living together
AI and predictive analytics will help content marketers understand who they should be talking to and what they should be saying, but it’s up to us to create the content.
AI relies on human data and intelligence to function and learn. At least for now, this is where its limitations lie.
Humans are still needed to create original work that connects with its audience at an emotional level. To completely replace a writer or content marketer, AI would need to have an opinion, think abstractly, be curious and show emotion.
So, while your inbox might be full of propaganda alluding to our impending cyberdoom, we’re not there yet.
However, we shouldn’t be naïve, as the way we work is being transformed. To stay in the game, we should spearhead the change rather than hiding in the corner.
I for one welcome working with our new robot overlords, and I urge you all to join me. As the machine said, “Come with me if you want to live.”
Disclaimer: This article was not written by a robot.
Paige Richardson, Isentia Strategy & Content
"
["post_title"]=>
string(50) "Bring on the AI overlords: from a content marketer"
["post_excerpt"]=>
string(378) "ificial intelligence (AI). Just saying the words invokes visions of an apocalyptic future teeming with deadly machines like The Terminator or even software like The Matrix's Agent Smith. At least that’s the dystopia the scaremongers are peddling. If the latest hype is anything to go by, AI will not only change life on earth as we know it, it will probably take your job too."
["post_status"]=>
string(7) "publish"
["comment_status"]=>
string(4) "open"
["ping_status"]=>
string(4) "open"
["post_password"]=>
string(0) ""
["post_name"]=>
string(49) "bring-on-the-ai-overlords-from-a-content-marketer"
["to_ping"]=>
string(0) ""
["pinged"]=>
string(0) ""
["post_modified"]=>
string(19) "2019-06-26 01:01:06"
["post_modified_gmt"]=>
string(19) "2019-06-26 01:01:06"
["post_content_filtered"]=>
string(0) ""
["post_parent"]=>
int(0)
["guid"]=>
string(43) "https://isentiastaging.wpengine.com/?p=1830"
["menu_order"]=>
int(0)
["post_type"]=>
string(4) "post"
["post_mime_type"]=>
string(0) ""
["comment_count"]=>
string(1) "0"
["filter"]=>
string(3) "raw"
}
Blog
Bring on the AI overlords: from a content marketer
ificial intelligence (AI). Just saying the words invokes visions of an apocalyptic future teeming with deadly machines like The Terminator or even software like The Matrix’s Agent Smith. At least that’s the dystopia the scaremongers are peddling. If the latest hype is anything to go by, AI will not only change life on earth as we know it, it will probably take your job too.
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media coverage of energy alternatives and clean energy reveal a shifting understanding of renewable energy sources.
Peak media coverage of renewables centres on government actions seen as hindering clean energy progress. Stories like keeping Eraring operational, nuclear energy debates, and delays in environmental law reforms highlight a perception of indecision on ecological issues. While traditional media spikes around policy updates, social media discussions are steadily growing, reflecting increasing public engagement with Australia’s renewable energy transition. Analysing these trends reveals how media narratives shape and respond to audience perceptions in this evolving debate.
Renewable energy is widely hailed as a cleaner, cheaper, and more stable alternative to fossil fuels, but media and social discussions paint a more complex picture. Concerns about affordability and feasibility are growing, driven by economic shifts, supply chain issues, and the lingering effects of the 2022 energy crisis, which media attribute to cold snaps and the Russia-Ukraine conflict, all while Australia remains heavily reliant on coal and gas exports.
Topics like grid overload, the need for better battery subsidies, and the failure of taxpayer-funded rebates to support solar businesses dominate conversations. Meanwhile, wind farms face local opposition due to environmental and land use impacts, and debates over nuclear energy disrupt investment in solar and wind, further complicating Australia’s clean energy strategy.
Nuclear energy’s potential introduction into Australia’s future energy mix has further unsettled renewables investors, with media highlighting concerns over its impact on wind and solar investments. For more context listen to our podcast interview with Pablos Holman, General Partner at Deep Future. Wind energy faces criticism for using taxpayer funds to benefit private companies, while hydrogen’s future is uncertain following high-profile project withdrawals by Fortescue and Origin. The media’s portrayal of these issues underscores ongoing public and industry doubts about Australia’s renewable transition and the role of nuclear in the energy debate.
Watch below the shifts in coverage of significant policies and strategies over time to understand why some strategies stay in the headlines while others peter out.
The Labor government’s flagship Future Made in Australia Bill is central to its energy vision and, in November, was passed to support a net-zero transition. The May budget highlighted turning Australia into a renewable energy superpower with dedicated funds for solar, battery, and hydrogen projects. However, the opposition has framed hydrogen and critical minerals tax breaks as "corporate welfare". Over time, it looks like Labor’s Future Made in Australia Bill is at a tug of war for media attention against the opposition’s nuclear strategy. Australia’s energy future, however, is not wholly detached from fossil fuels. Labor's Future Gas Strategy positions gas as a necessary transition fuel while being central to Australia’s energy and export sectors.
Climate activists criticise the Future Gas Strategy for extending Australia's reliance on fossil fuels. Media critics call it another "broken promise" by the Albanese government, highlighting mismanagement that has negatively affected energy supply and costs. Though the "Future Made in Australia" narrative around energy security resonates with many, the government’s conflicting strategies raise questions about long-term benefits and who truly gains from its policies.
Australia's shift to clean energy faces complex debates and conflicting government signals, from promoting renewables to considering nuclear power. Despite loud voices in the media advocating for taxpayers and businesses, deeper media analysis reveals multiple layers and motives behind their arguments.
Insights into media and public perceptions towards Australia’s clean energy future
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media […]
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
The NRL is launching in Las Vegas. Can it win over the US?
Israel, Lebanon & The Big Ceasefire Question
The Details You Missed From The Attempted Assassination of Donald Trump
Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising […]
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
How a new type of local journalism is engaging ANZ audiences
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
