Industry barometer

AI or data protection in the media industry?

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  • Blog
  • 5 minute read
  • 03/04/24
Bogdan Sutter

Bogdan Sutter

Director Advisory, Strategy and Digital Change Expert, Bern, PwC Switzerland

Philipp Rosenauer

Philipp Rosenauer

Partner Legal, PwC Switzerland

David Kolcava

David Kolcava

Senior Consultant, Strategy and Transformation, PwC Switzerland

The data protection requirements for companies are constantly increasing. However, innovative digital technologies such as AI cannot be used without access to high-quality data. We asked leading Swiss media companies how they deal with this situation.

Digitalisation as a growth driver for the media industry

AI and other innovative digital technologies are having a major impact on the media industry, as is shown by the «Swiss Entertainment & Media Outlook 2023-2027». Our survey of 73 representatives from the media industry showed that 70.7% of companies in the industry are promoting generative AI. Use cases of AI include writing and translating texts, carrying out research and even improving customer segmentation. The fact that digitalisation is a key driver of growth in the Swiss media industry is also demonstrated by a look at the market figures for the industry segments, which show that analogue channels such as print media have been losing out to digital channels for years.

72%

see AI as a threat to the protection of sensitive data.

Source SEMO 2023-2027

No digitalisation without data protection

Exploiting the potential offered by digitalisation requires access to high-quality data that can be used to train specialised AI algorithms, for example, as well as the legally compliant use of new technologies. As a result, the spotlight is being placed more and more on data protection. 72% of those surveyed in our market study stated that they see AI as a threat to the protection of sensitive data. It is not only employees and consumers who are becoming more conscious of the issue. Regulations in the area of data protection are developing dynamically. In Switzerland, for example, the revised Swiss Data Protection Act came into force in September 2023 – a new legal basis that introduces various requirements for Swiss companies. Last but not least, the use of AI raises a range of questions that are relevant from a legal perspective, from the development of the AI algorithm through to the use of AI systems, ensuring data security and the rights of data subjects.

Industry barometer on the topic of data protection

The regulatory dynamics of the data protection issue and the dynamic from the users’ perspective are forcing media companies to push ahead with digitalisation in compliance with constantly changing restrictions, while at the same time continuing to develop their data protection practices.

To feel the pulse of the Swiss media industry, we spoke to executives as well as data protection experts working in the sector. We share our insights into how media companies are navigating the present challenges in two following blogs. It emerges that data protection is high on the agenda for many companies, yet the negative effects are limited. 

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Contact us

Bogdan Sutter

Director Advisory, Strategy and Digital Change Expert, Bern, Bern, PwC Switzerland

+41 58 792 77 51

Email

Philipp Rosenauer

Partner Legal, PwC Switzerland

+41 58 792 18 56

Email

David Kolcava

Senior Consultant, Strategy and Transformation, PwC Switzerland

+41 58 792 25 18

Email