
Matthijs Leendertse
Senior Lecturer for Media Economics at Erasmus University Rotterdam and senior researcher/advisor at TNO, specializing in media, ICT, and education.
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Jul 30, 2026
The impact of AI on the media and advertising industries
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4:36Daniel MorrisHOST
From a sector perspective, how is AI reshaping the economics of video production, and what are the broader retention and monetization implications of these hyper-personalized content loops?

Matthijs LeendertseGUEST
We are seeing disruption hit both the supply and the demand side of media.

Matthijs LeendertseGUEST
And if you look at the production side, what we see is that AI is drastically lowering the cost and timeline, especially of video creation.

Matthijs LeendertseGUEST
In studios and newsrooms, we're seeing what you could call a centaur model emerge, where half man, half machine work on research, rendering and automated editing.

Matthijs LeendertseGUEST
And it frees creators to focus on the really high-level storytelling, but it also lowers the barrier to entry so drastically that the sheer volume of video output and other types of output is exploding.

Matthijs LeendertseGUEST
So to give you a sense of the scale of this, this week alone, Spotify removed 75 million AI-generated songs from its platform.

Matthijs LeendertseGUEST
What's remarkable in media production is that because of AI, the friction between an initial idea and its final realization is more or less disappearing.
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8:40Daniel MorrisHOST
From an institutional perspective, does this framework adequately address the structural risks facing democratic information ecosystems, or are there still underlying economic blind spots?