The media industry is at the cusp of a technological revolution, with Artificial Intelligence (AI) poised to reshape every facet of content creation, distribution, and consumption. While the promise of AI is immense, its widespread adoption presents a unique set of challenges. This 40-minute session brings together industry leaders Phil Wiser (CTO, Paramount), Frank Rippl (Head of Vodafone TV), Damian Cronan (CIO, ABC), and Anil Jain (Managing Director Consumer Industries, Google Cloud) to engage in a candid discussion about the real-world obstacles encountered in integrating AI across diverse media enterprises. We will explore key areas such as ethical implications, data privacy and security, technical infrastructure limitations, skills gaps, and the transformation of traditional business models. This session will provide attendees with practical insights and strategies for mitigating risks, fostering innovation, and successfully harnessing the power of AI to thrive in the dynamic media landscape.