6 May 2024

​​Unravelling AI Trends and Challenges in Media

Insights from Johanna Björklund’s UMEDEV Keynote Speech

In a world propelled by technological advancements, Artificial Intelligence (AI) continues to redefine the landscape of various industries, with media being no exception. At UMEDEV 2024, our CTO Johanna Björklund dove into the heart of this dynamic intersection. For those who missed it, here’s a summary of the key takeaways from her contribution.


A central challenge is the phenomenon of "hallucinations" within AI systems, where the Large Language Model (LLM) makes statements not supported by the training data. This can poison data processing workflows with erroneous information. To overcome this unwanted behaviour, one can use a technique called self-validation where the model assesses its own outputs, or use a more powerful LLM as a judge of accuracy.

Keeping it legal

Johanna emphasised the critical need to combat malicious applications of AI. Strategies such as imposing access restrictions and implementing guardrails were highlighted to safeguard against misuse. However, she acknowledged that these efforts are resource-intensive and require constant updates to stay ahead of emerging threats.

Language Models Evolving

Language models, such as GPT-SW3, developed through collaborations between entities like WASP, AI-Sweden, RISE, and NVIDIA, represent a significant milestone in AI evolution. These models, tailored for linguistic and cultural relevance, demonstrate the ongoing efforts to enhance AI capabilities across diverse applications.

Pushing the Boundaries of Media AI

Despite this progress, challenges persist in AI's ability to reason and plan effectively. Key areas of focus include agent systems, multimodality, image and number generation, as well as new video editing tools. These challenges are addressed by the WASP research arena for Media and Language, which serves to build a world-class research community and facilitate technological advancements by bridging academic and industrial research.

In conclusion, the intervention underscored the need for continuous innovation, collaboration, and responsible development in harnessing the full potential of AI within media. By addressing emerging trends and tackling inherent challenges, we can move closer to creating a more intelligent and inclusive media ecosystem, turning this vision into an attainable reality.

Johanna will be speaking at Next Gen Media NKPG tomorrow, May 7th.