AI adoption forces firms to tidy data and threatens media revenue models

Polish companies are increasingly investing in artificial intelligence, yet many overlook the essential step of organising their data and processes. Experts stress that without consistent, reliable data, AI tools cannot deliver expected results. Piotr Niemczyk, CEO of Tipping Point Works, notes that "to look into the future, you must first understand the past" and that AI can only add value when organisations know what they measure and trust their data.

Media organisations worldwide face a parallel challenge as AI reshapes how audiences access information. At the World Media Congress in Marseille, CMA Media’s director warned that users now pose questions directly to AI rather than visiting news sites, eroding click‑through traffic and the financial base for independent journalism. New York Times publisher A. G. Sulzberger highlighted that tech giants harvest media content without compensation, diverting advertising revenue that has already fallen 80 % in two decades, while platforms like Meta now earn eight times the total revenue of the global press.