For the first time this year, there was an alternate halftime show streaming online. Viewership was well below the Bad Bunny halftime show version, but significant nonetheless.

Audiences now live in a fragmented, personalized, always-on media environment. They don’t want just one melody; they want an entire orchestrated experience that adapts to their mood, device, context, and time of day.

At a recent presentation, Gerard Kunkel focused briefly on the coming tectonic shift in media creativity and production that will be fostered in as a result of AI, and the tidal wave of individual user generated content (UGC). This post delves into a little more detail on why and how this is happening, and why media executives should not only pay close attention, but consider this in the strategies and investments.