By Alex Panousis

In the fourth installment of a six-part series, Thinkingbox’s chief growth officer Alex Panousis explores what CMOs need to know about AI today, diving deep into insights on adoption, challenges, and opportunities. Check out the first part with The Vector Institute’s Tony Gaffney here, the second part with WPP’s Perry Nightingale here and the third part with 99Raven’s Fab Dolan here.

The media industry is in a constant state of evolution, and few people understand this better than Sharon Shahrokhi Tehrani, who sits at the intersection of artificial intelligence and media at CBC.

Tehrani’s journey into AI started nearly a decade ago when she saw its potential to solve complex problems and drive transformation. Over the years, she’s worked across data science, media and education, three industries that – when fused together – have the power to revolutionize how we tell stories and engage with audiences.

At CBC, AI isn’t about replacing journalists or automating storytelling. It’s being used to enhance how stories are told and ensuring content resonates deeply with Canadian audiences. Tehrani’s team of data engineers, scientists and machine-learning experts is developing AI-driven tools to help content producers better understand their audiences. Think smart content recommendations, trend analysis and optimal timing for content distribution – all powered by AI insights.

One project in the works? AI-driven content suggestions, helping CBC producers identify untapped topics or emerging trends before they become mainstream. “It’s still in the validation stage, but the potential is huge,” she says. “It’s about using AI to inform storytelling without losing the human touch.”

Traditional media companies are often compared (sometimes unfavourably) to global streaming giants with their seemingly unlimited resources. But AI might just be the equalizer. One of AI’s biggest strengths? Helping media organizations serve diverse, multilingual audiences.

“Real-time translation, sentiment analysis, audience segmentation – these are powerful tools,” Tehrani says. “AI helps break down language and cultural barriers, allowing for a much more inclusive media landscape.” But to truly compete, traditional media can’t just chase scale – it needs to lean into authenticity.

For all the talk of AI’s efficiency, the most exciting thing about AI in the media might be its ability to unlock new forms of creativity. One of the biggest shifts? Personalized storytelling. Imagine a TV show where the plot adapts based on the viewer’s preferences or past interactions. AI makes this possible, shifting audiences from passive viewers to active participants.

Then there’s AI-generated content. Tools like Runway, which generates video using AI, allow creators to push boundaries in animation and visual storytelling. AI is even being used to restore and enhance historical footage, bringing old stories to life in ways that feel immersive and modern.

“It’s hard to predict exactly where AI-driven creativity will take us, but one thing is clear,” Tehrani says. “The magic of storytelling isn’t going anywhere. AI just gives us new tools to make it even more compelling.” For marketers and brand leaders, AI isn’t just about understanding audiences – it’s about co-creating with them.

One underutilized tactic? AI-powered audience testing. Instead of launching a campaign and hoping it works, brands can use AI to test ideas with small, targeted groups in real-time. This allows brands to tweak, refine and ensure they’re launching with confidence.

And then there’s the longevity factor. AI can track engagement over time and flag when a campaign starts losing momentum. “Brands that listen to these insights will stay ahead,” Tehrani says. “They won’t just react to trends – they’ll anticipate them.”

With great power comes great responsibility. As AI integrates deeper into media and marketing, ethical considerations are non-negotiable. Transparency is key. Audiences deserve to know when AI is being used, how their data is collected, and how decisions are made. Bias in AI models is another major concern – one that requires constant oversight and human intervention.

“The most powerful AI is still created by humans, which means it carries human biases,” Tehrani says. “The goal isn’t just to build AI, it’s to build responsible AI that aligns with fairness, representation, and accountability.”

Fast-forward a decade, and AI will be woven into every aspect of media and marketing. But Tehrani doesn’t see it replacing human creativity – instead, it will augment it.

Regulations will tighten. Media-verification systems will become the norm to combat misinformation. And perhaps most importantly, AI will push professionals – marketers, journalists, data scientists – to evolve. “The best thing we can do is stay curious,” she says. “AI is a tool. It’s powerful, but it’s still just a tool. The real magic happens when humans use it to do what we do best – connect, create, and tell meaningful stories.”

Tehrani says that many AI conversations are still being had at a broad, ethical level, but what businesses truly need is a playbook for action, one that outlines how to integrate AI into workflows and address real challenges. AI is not just about generating content, it’s about solving problems, including issues that aren’t always predictable. Like human decision-making, AI will make mistakes, so the focus should be on practical solutions and collaboration rather than fear of failure.

The future of AI is dynamic, reshaping customer journeys, organizational structures, and decision-making processes. To make AI work, businesses must clearly define their objectives, pain points, and opportunities and then bring in the right expertise to bridge the gap between problem identification and solution implementation. Playing it too safe risks obsolescence – companies must embrace AI with a practical, action-driven mindset to stay ahead.

Tehrani’s final advice for marketers: “AI isn’t just about building smarter algorithms; it’s about solving real problems and driving value for end users.” The brands that win will use AI to enhance creativity, personalize at scale, and co-create with audiences. But, as she warns, “Over-relying on AI can lead to content that feels too robotic.” The key? Let AI handle the heavy lifting, but keep a human perspective at the centre.

Sharon Shahrokhi Tehrani is the product manager of machine intelligence retention at CBC. Tehrani was previously a data scientist at CBC and worked as the lead instructor at digital skills training firm BrainStation. She holds a master’s degree in electrical engineering from Corcordia University and studied data science at Toronto Metropolitan University.