AI is media's new co-pilot, not its replacement
By Tony Bosworth in Media News on Tuesday, 09th December 2025 at 12:59pm
Our industry is grappling with the rapid evolution of Artificial Intelligence, but just how much of a threat is it, or can AI help us do a better job?
To find out, we gathered three industry experts at our annual live Insider Roundtable - Emma Bromet, Andrew Drummond and Chris Griffith shared their thoughts and experiences with AI, and looked to the future too.
Emma Bromet, a partner at tech consultancy Mantel Group, pointed to the exponential growth in AI capabilities over the past year, particularly in large language models (LLMs) and multimodal models capable of generating images and videos.
However, she stressed AI's true strength lies in automating "manual repetitive tasks”.
"AI is really good at doing manual repetitive tasks," Bromet said. "And much like many organisation...
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