One of the new obsessions in media is proving that AI can generate ROI. For organizations under pressure to demonstrate the concrete benefits of AI investments, showing investors and customers that AI bets are translating into measurable efficiencies—whether through revenue growth, profit increases, or audience engagement—is the new golden ticket. Economic pressures exacerbate this trend. Companies are being pushed to optimize costs and rapidly develop new revenue streams. Yet early efforts often stumble over integration challenges and poor data quality, which has spawned a wave of so-called AI-first media consultancy boutiques. One of those, The Media League, hosted an intimate breakfast event at IBC 2025 to shine some light on what is still mostly a coastal enclave of the M&E…