Cleeng CEO: “AI hype will settle down in 2025”
January 7, 2025
Gilles Domartini, CEO and founder of subscriber retention management specialist, Cleeng, has shared his 2025 industry predictions.
Domartini believes that the hype surrounding AI hype will settle down this year, and become more centered around practical use cases.
“Since the launch of ChatGPT, the M&E industry has been talking loudly about the potential of AI, but few are deploying technologies that put “their money where their mouth is,” and it is not a case of one GPT fits all. In 2025, we’ll see the hype settle down and see AI benefit companies in more practical ways. Developers will use more tools like Cursor or CoPilot, while sales teams will leverage advancement in lead scoring and activity tracking (as seen in the latest Salesforce AI Agent). In payments, specific tools like Primer.io will allow optimisation of payment routing, leading to higher approval rates, and reduced churn and costs. AI for insight generation is a massively beneficial capability that is available now with Cleeng AI-ssistant – and it can help boost revenue growth and reduce churn. Scaling for marketing campaigns, however, may be further out. We’ll see companies settling into what AI can do for them today, and working it into their daily business activities,” Domartini said.
Further predictions from Domartini include:
Hybrid monetisation will be a must have for all streaming services by 2030.
“What we’re seeing now is larger, more established streamers moving from SVoD to incorporate ad-tiers, and it’s working: Disney’s CEO shared that 60 per cent of new subscribers are at their ad-tier level. Diversification of revenue is never a bad thing- especially when the cost of entertainment is once again impacting consumers’ buying decisions.”
“Consumers will go where the content lives that they want to watch. And once they finish that series or that sport’s season is over- they’re more apt to cancel. Giving them more options will keep them stickier.”
The data blame game will shift from technology to process.
“There is an abundance of data, and the right technology to exchange it. Yet, the challenge becomes more and more how to incorporate it easily into existing processes, from marketing to product design, customer care and payments for example. We will see swings between high automation and some form of manual work giving more control over the actions sent to the end user. In the coming months, we will see broadcasters working to incorporate such an approach into their processes, and looking at firms that make it easy and save time.”
“Siloed data and headaches caused by not having line-of-sight to it all will become obsolete. At Cleeng, we’ve developed tools, including ChurnIQ and its AI-ssistant, which take a deep dive into data to uncover hidden trends and patterns. It normalises gathering swift and accurate insights from data to make business decisions. In fact, ChurnIQ ingests subscriber and third-party data to predict churn with up to 95 per cent accuracy.”
Churners will keep on churnin’!
“That is, if broadcasters don’t get ahead of it. No business in any industry is immune to churn. Those who embrace advanced technologies like AI-powered analytics and data insight tools to inform retention strategies will be more successful at achieving revenues and loyalty from subscribers on an ongoing basis,” concluded Domartini.