AI Advises, Humans Decide - Lessons from Beijing's Media Giants

A delegation from Thailand's Government Public Relations Department, led by Kireewat Onprom, Director of Public Relations Office Region 7, visited streaming platform iQIYI and AI developer iFLYTEK in Beijing to study how technology is transforming the media industry.

At iQIYI, the team examined how content is produced, curated and localised for each market, and how the company's in-house AI scores programmes before release and forecasts audience trends. Executives stressed that AI informs decisions but never makes the final call.

At iFLYTEK, the delegation saw speech recognition, real-time multilingual transcription and live subtitling, along with translation mirrors supporting 14 languages, tablets and smart glasses.

The delegation concluded that AI does not diminish the role of people; it raises the value of skilled, ethical communicators who verify facts before publishing. The team plans to apply these lessons to its own operations.

Source: PR Thai Government