Publishing & Media: Prioritising AI Across a Global Publisher

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"Passion Labs brings a very unique blend of commercial and strategic acumen with research and academic perspective…”

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Business Context

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A global media publishing house, operating across multiple continents and digital platforms, sought to strengthen its competitive edge through artificial intelligence. Despite a wealth of data and digital operations, leadership lacked a unified view of where AI could deliver measurable value and how to implement it effectively across editorial, marketing, and operational teams.

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The Challenge

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The business faced fragmented data systems, inconsistent AI experimentation, and uncertainty over ROI. Leadership needed an independent, research-led assessment of readiness, benchmark against industry leaders, and build an actionable, organization-wide AI strategy within a short timeframe.

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Our Approach

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Over 4 intensive weeks, Passion Labs conducted:

• In-person leadership and team workshops (5 sessions across 3 global hubs)
• A company-wide AI readiness survey (250+ participants)
• Competitor benchmarking across 6 peer media companies
• Data and tool due diligence, reviewing 40+ systems
• A state-of-the-art review of emerging media AI applications

The result: 8 prioritised AI use cases, each with feasibility and impact modelling, and a 3-year implementation plan.

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The Outcome & Impact

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The audit established a clear AI maturity baseline and identified opportunities projected to deliver a 20–25% efficiency gain across content production and audience analytics. The board adopted all recommendations, allocating budget for phased rollout. Within three months, the company initiated pilots in automated tagging, ad optimisation and personalised content.

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