Kantar Survey: 3 in 4 Media Professionals See Need for Significant Media Reset

By The Malketeer 

Bridging the AI Skills Gap: The Future of Media Talent

According to a new survey conducted by insights platform Kantar Media, nearly three-quarters (72%) of media professionals believe that the skillsets within their organisations need to be “significantly reset” to adapt to artificial intelligence (AI) and the rapidly evolving environment.

But what does this reset look like, and what does it mean for the future of media talent?

The Urgent Need for AI-Ready Talent

The findings from Kantar Media’s survey, which engaged over 1,000 respondents involved in data, research, and insights across 50 markets from April to May, reflect a growing concern about a looming skills gap in the media industry.

Despite many organisations reporting strong performance, nearly half (49%) of the respondents acknowledge that AI is already having a significant impact on their operations, and 74% say AI skills will be crucial for new recruits.

Patrick Béhar, Global CEO of Kantar Media, emphasised, “The media industry is changing at an accelerated pace. Whether it’s due to big data, automation, generative AI, or the next big innovation – what worked yesterday won’t necessarily work tomorrow.”

This recognition is driving companies to rethink their approach to recruitment and skills development.

Beyond the Media Bubble: The Search for Fresh Perspectives

Interestingly, the survey revealed that 66% of respondents believe it is important to recruit from outside traditional media industries to gain fresh perspectives.

A staggering 90% of participants expressed a desire to bring in talent that will challenge existing paradigms and push organisations out of their comfort zones.

As Béhar noted, “Now, more than ever, hiring and retaining talent that can adapt to and drive change, challenge the status quo, and bring fresh perspectives on the future of media and measurement, will dictate who wins and who is left behind.”

This is not just about filling vacancies; it’s about finding the right people who can help shape the future of the media.

Addressing Bias and Retaining Talent

The survey also highlighted a significant concern about unconscious bias in the industry.

Around 70% of respondents believe that the media sector has a problem with unconscious bias and should do more to recruit from diverse backgrounds.

This challenge is compounded by the difficulties in retaining top talent, with 75% of professionals saying it is hard to hold on to their best employees.

To address these challenges, many companies are beginning to focus on developing AI skills in-house and ensuring new hires have a solid grounding in how media works, as 83% of respondents indicated.

The survey findings present a stark reality: the media industry must adapt or risk being left behind.

As AI continues to reshape the landscape, companies must not only recruit for current needs but also for future challenges.