Navigating Media Disruption: How Irish CEOs Can Leverage AI and Emerging Tech to Drive Growth

The EY CEO Outlook Survey, spearheaded by Helena O’ Dwyer, EY Ireland Partner and Head of Strategy EY Parthenon, provides a compelling glimpse into how Irish CEOs are tackling the dual forces of disruption and opportunity in a rapidly evolving global economy. The findings reflect a forward-thinking, adaptive mindset that prioritises resilience, agility, and strategic investment, especially in the face of disruptors like AI, climate change, and global supply chain challenges.

At Buymedia, we see these trends reflected in the media and marketing industry. Leveraging emerging technologies, especially AI, to streamline workflows and enhance customer engagement is becoming non-negotiable for sustained growth. Below, delves into how Irish CEOs can harness these insights and turn disruption into a strategic advantage.

Growth Through Disruption: The AI Opportunity

Irish CEOs are clearly recognising AI and emerging technologies as critical disruptors that also offer unparalleled opportunities for competitive advantage. Eoin O’Reilly, EY Ireland Partner and Head of AI & Data, highlights that AI is not merely a tool but a strategic lever to transform business models and customer engagement.

This aligns with Buymedia’s vision, where AI helps businesses streamline workflows, optimise ad spend, and connect with their target audience more effectively. From media to manufacturing, those who have integrated AI strategically are already seeing transformative results.

"Over the past year, our clients have witnessed remarkable outcomes from AI applications in driving sales performance, enhancing patient care, and boosting employee productivity."— Eoin O'Reilly, EY Ireland Partner

Steps to Strategic AI Integration

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To maximise AI’s potential, Irish businesses must approach it with a structured and strategic mindset. Key recommendations include:

1. Define Clear Objectives
Just as Buymedia tailors campaigns to client goals, businesses should align AI initiatives with overarching strategies. Set specific, measurable targets to track AI’s impact.

2. Build Trust and Transparency
Emphasising trust with both employees and customers is critical. Involving stakeholders in the AI journey not only builds confidence but also ensures adoption.

3. Ensure Data Integrity
High-quality data is the backbone of effective AI solutions. At Buymedia, data-driven decision-making underpins every successful media strategy.

"Understanding AI’s role goes beyond its implementation; trust, ethical considerations, and clear outcome orientation are key."— Eoin O'Reilly, EY Ireland Partner

Irish CEOs: Positioned for Strategic Growth

The survey reveals that while 93% of Irish CEOs are improving in responding to disruptions, only 7% feel they are ahead of the curve. Despite this, Ireland’s CEOs show a proactive approach, with 100% identifying bold investments in disruptive technology as crucial.

This resonates with Buymedia’s commitment to ensuring our clients are staying ahead by developing and integrating innovative technologies. By doing so, Irish businesses can carve out competitive advantages and drive long-term growth.

Final Thoughts: Turning Insight into Action

The CEO Outlook Survey report underscores a key takeaway: disruptions like AI should be embraced as opportunities. By fostering agility, investing strategically, and building trust, Irish businesses can not only weather disruptions but thrive amid them.

At Buymedia, we're leverages AI and machine learning to help businesses make data-driven advertising decisions. Our disruptive solution empowers clients with a bespoke end-to-end media management platform enabling them to create synthetic targets, strategically allocate spend across all traditional and digital channels, buy media at competitive market pricing and optimise investment. We work with businesses of all sizes, from SMEs to Enterprise clients, offering a comprehensive solution that integrates advertising data with business KPIs to drive growth, market share, and operational efficiencies.

What’s your strategy for converting disruption into opportunity?

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