Living Media

Supporting Flemish media and entertainment companies in translating generative AI (Gen AI) into strategically deployable,

adaptive media applications (‘Living Media’), to deliver a renewed audience experience and sustainable content production.

The project is developing a knowledge base that will enable Flemish media and entertainment organisations to explore, test and implement three forms of Living Media:

• Content that grows: content that automatically updates as new information becomes available

• Content that flows: content that personalises itself based on user preferences

• Content that echoes: content that responds to user interaction via conversational interfaces

The project promotes the implementation of generative AI in the Flemish media sector, leading to higher productivity,
improved output quality and new innovative formats. It is estimated that media organisations will collectively invest a total of approximately €1.3
million in AI workflows during the project and the following two years, with a structural annual
efficiency gain of €670,000 from the second year onwards. Furthermore, thanks to skills development amongst professionals, an
additional annual productivity gain of approximately €540,000 will be realised. The total structural economic impact thus amounts to
€1.2 million per year, from year 2 onwards. Within the COOCK+ measurement period (a project duration of 2 years plus 2 years after the end of the project),
the cumulative structural impact (productivity + efficiency gains) is estimated at €3.6 million.