Authors: Magdalena Ciepluch & Uwe Eisenbeis
Cite as:
Ciepluch, M., & Eisenbeis, U. (2025). The race for AI technologies in the media industry. An analysis of the timing for AI acquisitions and investments from 2000 to 2023. Journal of Creative Industries and Cultural Studies – JOCIS, 13, 125-155.
https://doi.org/10.56140/JOCIS-v13-6
Abstract
The study examines the relevance of various media-relevant AI technologies in the media industry, focusing on the timing and planning horizons of investments and acquisitions in startups/companies operating in the AI field. In light of the growing relevance of AI for the media industry, this study aims to identify specific AI technologies that are the subject of investments and acquisitions, as well as the timing and planning horizon of these investments and acquisitions. The study analyzes data from Crunchbase, covering 2,777 investment activities of companies from the media industry from 2000 to 2023. The results reveal that the media industry invested in AI technologies early on, often before they were officially recognized as “emerging technologies”. This trend has accelerated in recent years in particular. The industry is focusing increasingly quickly and massively on creative AI applications such as Generative AI, as well as on technologies such as Predictive Analytics. The study underlines that the media industry is pursuing a forward-looking strategy through investment in and acquisition of technologies whose tangible potential for future application remains undetermined. The research provides insights into the strategic importance of timing and planning horizons for the competitiveness within the media industry.
Keywords
Artificial Intelligence technologies, media industry, technology adoption, strategic behavior, investment strategies, acquisitions, investments