Dear Stephen Poon,

In today's world, where artificial intelligence (AI) is revolutionising digital media markets, it is crucial to understand how this technology is changing traditional customer interactions, influencing digital media practices, protecting digital heritage and redefining consumer engagement. Below is an in-depth analysis of these issues.

AI is reshaping digital media markets through deep personalisation and automation. Machine learning algorithms analyse vast amounts of user data, from browsing history and preferences to social media interactions. This enables the creation of highly personalised content recommendations that increase engagement and time spent on platforms. AI also automates curation processes, such as the selection of articles, videos or music, allowing the offering to be instantly adapted to changing trends and interests. As a result, traditional customer interactions based on mass campaigns are being replaced by microtargeting, where each user receives a unique experience.

Protecting digital heritage in the era of AI innovation is a complex challenge. Effective strategies must balance the need for archiving and preserving digital resources with supporting continuous development. One of the most effective approaches is to create integrated AI-based archiving systems that automate the processes of cataloguing, tagging and analysing data. AI can identify content of historical value, classify it and create metadata, making it easier to find and store for the long term. At the same time, open platforms and API standards allow creators and innovators to access these archives, enabling new artistic and scientific projects to be created based on existing data. The key is to find a balance between conservation and creativity, where digital heritage becomes a source of inspiration rather than a closed data set.

Immersive technologies such as virtual reality (VR), augmented reality (AR) and data analysis (DA) are changing the way consumers engage with media and products. VR and AR offer new sensory experiences that go beyond the traditional screen. In the case of media, consumers can literally enter a virtual art gallery, participate in interactive sporting events or explore historical sites. In commerce, AR allows consumers to virtually try on clothes or visualise furniture in their home, which significantly facilitates purchasing decisions and reduces returns. At the same time, data analytics (DA) collects information about user interactions with immersive technologies, allowing for continuous improvement of experiences and tailoring them to audience preferences. The synergy of these technologies creates new market channels and deepens consumer engagement, making interactions more personal and memorable.

The widespread use of artificial intelligence (AI) in new media and social platforms poses a serious challenge in the form of disinformation and deepfakes. AI-based tools, such as generative models, enable the creation of hyper-realistic but completely fake content, from text to images and videos. The ability to precisely imitate the voices and facial expressions of real people makes deepfakes extremely difficult to distinguish from authentic material, creating the risk of public manipulation, political destabilisation and undermining trust in institutions. Disinformation, disseminated on a massive scale, can polarise society, reinforce stereotypes and lead to the erosion of critical thinking. This phenomenon poses a serious threat to the integrity of the digital information space, forcing us to seek new technological and educational strategies that will allow us to verify the authenticity of content and protect against manipulation.

Thank you very much,

Best regards,

Dariusz Prokopowicz

"Artificial Intelligence is fundamentally reshaping how new markets are created. My experience has shown that the most significant impact of AI lies in its ability to analyze massive datasets on consumer behavior. This allows us to discover previously unseen niche markets and demands, and then curate products that are perfectly tailored to those needs. This approach is particularly effective in digital media, where content recommendation algorithms are so precise they act as a personal curator, making traditional customer interaction more predictive and personalized."