2024 Forecast: Media Shakeups, AI Milestones, and the Rise of Gen Z Influence

By 829 Studios

As we head into 2024, one thing is clear: it’s going to be a year of seismic change across media, politics, and technology. From the U.S. presidential election to AI regulation, deepfake threats, and economic shakeups, communicators will be navigating more pressure—and more opportunity—than ever before.

At 829 Studios, we’re constantly watching the signals that shape audience behavior and media cycles. Inspired by SBS Comms’ latest Briefing Notes, we’ve distilled the biggest forces shaping 2024 into key predictions and takeaways for brand leaders and communications teams who want to stay ahead of the curve.

New Social Platforms Will Disrupt the Status Quo

Prediction: Niche apps and social shopping startups will challenge legacy players like Meta and Snap.

Consumers, especially Gen Z, are hungry for more authenticity, creativity, and real-time interaction. That’s why platforms like BeReal, Lapse, and TikTok Shop took off in 2023, and it’s why we expect at least one breakout social platform to emerge in 2024. With this will come new ad formats, content opportunities, and early-mover brand advantages.

Your move: Stay agile with your paid and organic social strategy. Test early, optimize fast, and don’t be a follower.

AI Will Break New Ground, and Break Some Things Along the Way

Prediction: We’ll see two major AI milestones. A powerful open source model that competes with or beats closed models, and a multi-billion-dollar acquisition that reshapes the competitive landscape

As businesses adopt AI for productivity and personalization, the media will shift from hype to scrutiny. Journalists will want proof, use cases, and impact stories, not more speculation.

Your move: Prepare to show, not tell, how your AI tools or integrations drive real-world value. The press wants receipts, not roadmaps.

Gen Z Will Reshape Political and Brand Engagement

Prediction: TikTok and Instagram Reels will become the primary platforms for political storytelling, and Gen Z will expect brands to speak up.

Authenticity, transparency, and values-driven content will win in a landscape dominated by 18–25-year-olds who skip legacy media entirely. Political campaigns are taking notice, and brands should too.

Your move: Rethink your content tone, lean into short-form, and embrace human-first messaging. Gen Z wants real, not rehearsed.

The Economy Will Ride a Tech-Led Productivity Boom

Prediction: AI, blockchain, and quantum computing will drive an economic narrative not seen since the 1990s internet boom.

Forget hype cycles. In 2024 the media will prioritize impact, with a focus on how these tools help companies cut costs, boost output, or solve industry challenges.

Your move: Audit your messaging. Are you talking in jargon or outcomes? Media teams and investors want the latter.

The Media Will Be Overloaded. Relationships Will Matter More

Prediction: 2024 will be a whirlwind of front-page stories, from antitrust trials and AI disruption to election chaos. Only the most relevant stories will break through.

Brands can’t afford to spray and pray. Instead, you’ll need to build strong reporter relationships and understand where your story fits into the larger narrative.

Your move: Be strategic with timing and targeting. Build credibility now, before you need it. Know when to speak—and when to hold back.

Journalism Will Double Down on Credibility

Prediction: Amid rising misinformation, journalists will prioritize accuracy, transparency, and accountability. We’ll see more fact-checking, more source vetting, and a renewed focus on earning public trust.

Your move: Align with trusted sources. Back your statements with data. And above all, don’t spin. Journalists (and readers) will call it out fast.

Final Takeaway: 2024 Will Be a Year of Volume, But Also Vision

The news cycle will be relentless. But the brands that win will be the ones who show up with clarity, conviction, and context, ready to join the conversation instead of trying to dominate it.

At 829 Studios, we’re helping brands develop the positioning, partnerships, and precision they need to thrive in this media moment.

Looking to prepare your brand for what’s ahead? Let’s build your 2024 playbook together.