{"id":17559,"date":"2025-05-26T11:12:00","date_gmt":"2025-05-26T09:12:00","guid":{"rendered":"https:\/\/agcommtech.de\/2025\/05\/26\/from-rules-to-queries-how-ai-is-rewiring-media-intelligence\/"},"modified":"2026-07-24T11:14:29","modified_gmt":"2026-07-24T09:14:29","slug":"from-rules-to-queries-how-ai-is-rewiring-media-intelligence","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2025\/05\/26\/from-rules-to-queries-how-ai-is-rewiring-media-intelligence\/","title":{"rendered":"From Rules to Queries: How AI Is Rewiring Media Intelligence"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>From Rules to Queries: How AI Is Rewiring Media Intelligence<\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-1024x559.jpeg\" alt=\"\" class=\"wp-image-16719\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-1024x559.jpeg 1024w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-300x164.jpeg 300w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-768x419.jpeg 768w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-1536x838.jpeg 1536w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-2048x1117.jpeg 2048w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/05\/IG-Data-und-Insights-Vorschaubild-900x491.jpeg 900w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><em>By: Manuel Wecker (Global Account Manager, UNICEPTA by PRophet) | The Current State of AI in Media Monitoring and Analysis<\/em><\/p>\n\n<p class=\"wp-block-paragraph\">How exactly is AI changing the work of those who monitor and analyze media? At the May session of the \u201cData &amp; Insights Experts\u201d interest group, Manuel Wecker (Global Account Manager, UNICEPTA by PRophet) presented a workshop report from a service provider\u2019s perspective, offering a look under the hood of production systems rather than at marketing slides. <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>The desire for knowledge remains; the path changes<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The central question of media intelligence is an old and enduring one. To paraphrase Harold D. Lasswell, it is: \u201cWho says what about whom, how?\u201d What has changed radically is the path to the answers. Wecker\u2019s timeline brings this into focus: For over 20 years, \u201cData Rules\u201d reigned\u2014the era of algorithms. This was followed by about five years of \u201cData Answers\u201d with rule-based machine learning. For about two and a half years now, \u201cData Questions\u201d has been the order of the day\u2014the era of large language models that understand text on a whole new level.     <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Three Levels at Which AI Operates<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Wecker categorized AI applications into three areas. First, AI \u201cunder the hood,\u201d in the backend production systems. Second, AI in core services such as media monitoring and media analysis\u2014where customers experience it directly. Third, AI in social listening tools, which takes big data analysis to a new level. The Lasswell formula serves as a technical roadmap here: \u201cWho\u201d and \u201cWhom\u201d are derived from named entity recognition and linking; \u201cWhat\u201d from key message and topic detection; and \u201cHow\u201d from sentiment analysis.    <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Reading comprehension is the bottleneck<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">As powerful as these tools may seem, their core remains machine text understanding. This is precisely where specialization pays off: The NER solutions from specialized media intelligence providers achieve an F1 score of 0.93, outperforming standard models such as BERT (0.77), RoBERTa (0.74), and spaCy (0.66)\u2014especially in sentiment analysis, entity recognition, and disambiguation. Precision doesn\u2019t come from the largest model, but from the one best tailored to the domain.  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>LLM as an autopilot, with a human hand at the wheel<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The switch to LLM-based coding offers tangible benefits: high flexibility through targeted prompt management, minimized error variance, a broader range of analysis, and customization without the need for in-house pre-training. However, it is crucial that humans remain involved in the process. In the LLM-supported media review, the AI classifies and ranks articles, correctly grouping about 65% of them with 95% accuracy, and only about 0.34% of its suggestions are rejected by subject matter experts. Their feedback is continuously fed back into the model. The workflow\u2014from setup and data input through enrichment and validation to analysis and visualization\u2014combines customized client prompts with relevance and completeness checks and human approval.    <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>What Remains<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The panel identified three trends. Monitoring and analysis are converging because immense amounts of data can be analyzed with high accuracy in near real time using LLMs. Project-specific prompts without training data make it possible to flexibly tailor analyses to the specific communication situation. And natural language control is becoming the standard in social listening tools; lengthy Boolean search commands are a thing of the past. The fact that Microsoft introduced new Copilot connectors in mid-May\u2014including UNICEPTA byPRophet\u2014shows just how quickly AI agents are becoming part of everyday work.    <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Wecker\u2019s assessment is both sobering and encouraging. AI has long been productive at Media Intelligence, but not as a \u201cmagic button\u201d\u2014rather, as a precise tool used within clearly defined processes. The competitive advantage lies less in the model itself and more in the combination of domain knowledge, effective prompt management, and human quality assurance.<br\/>Want to know where AI can make a real difference in your monitoring and analysis? In the \u201cData &amp; Insights Experts\u201d interest group, we share workshop reports and insights like these. Join us!    <\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/engine-room\/\" style=\"border-radius:0px;background-color:#009535\"><strong>READ MORE ARTICLES<\/strong><\/a><\/div>\n<\/div>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-background\" style=\"background-color:#274856\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-white-color has-text-color has-link-color wp-elements-01e16cc0ce204735756af7591da657be\"><strong>Become a member<\/strong><\/h4>\n\n\n\n<p class=\"has-text-align-center has-white-color has-text-color has-link-color wp-elements-659baeff9d64c39448e553da35291648 wp-block-paragraph\" style=\"font-size:15px\">Find out about the opportunities to become a member of the AG CommTech<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50\"><a class=\"wp-block-button__link has-text-color has-background has-link-color has-text-align-center wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/become-a-member-of-the-commtech-ag\/\" style=\"border-top-left-radius:32px;border-top-right-radius:32px;border-bottom-left-radius:32px;border-bottom-right-radius:32px;color:#4d4a4a;background-color:#dfdfdf\"><strong>Learn more now<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How exactly is AI changing the work of those who monitor and analyze media? At the May session of the \u201cData &#038; Insights Experts\u201d interest group, Manuel Wecker (Global Account Manager, UNICEPTA by PRophet) presented a workshop report from a service provider\u2019s perspective, offering a look under the hood of production systems rather than at marketing slides. <\/p>\n","protected":false},"author":2,"featured_media":16720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[151],"tags":[161],"ppma_author":[123],"class_list":["post-17559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-machine-room","tag-data-insights-experts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Rules to Queries: How AI Is Rewiring Media Intelligence - AG CommTech<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2025\/05\/26\/from-rules-to-queries-how-ai-is-rewiring-media-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Rules to Queries: How AI Is Rewiring Media Intelligence - AG CommTech\" \/>\n<meta property=\"og:description\" content=\"How exactly is AI changing the work of those who monitor and analyze media? 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