What the media already do with AI — and companies still don’t

For years, newsrooms and media organizations have been using artificial intelligence in real, high-pressure production environments. Drawing on decades of experience in radio and television, Juanma Ortega reveals a crucial difference: in the media, AI never works alone. Every piece of content is reviewed by humans, checked for bias, and validated for context—because mistakes go live and have immediate consequences. That constant exposure has forced the media to learn fast where AI adds real value and where it becomes a serious risk. This keynote brings those hard-won lessons into the business world and delivers a clear message: AI can dramatically accelerate production, but without human judgment, communication becomes flat, generic, and ultimately dangerous for brand credibility and leadership.