Technology and Creativity: How AI Is Changing Work in the Media Industry

Authors

DOI:

https://doi.org/10.0000/7h5kye21

Keywords:

AI analytics, artificial intelligence, content personalisation, ethics, media automation, media industry

Abstract

The digital transformation of the media industry brings new challenges and opportunities, with AI becoming an integral part of the creative, analytical and distribution processes. This article explores how AI is shaping the media industry, particularly in the context of supporting creative work, automation and personalisation of content, as well as precision targeting in marketing and political communications. It analyses the historical development of AI in media, its current applications and trends, focusing on cases where AI is complementing human creativity rather than replacing it. Particular attention is paid to the analytical use of AI in the media, to the personalisation of content, automation of news reporting, and to the use of AI in marketing strategies. The article also discusses ethical and legal issues, in particular the issue of trustworthiness of AI-generated content, regulation of misinformation, and copyright protection. Methodologically, the article uses the method of qualitative synthesis and brief case studies in order to describe specific applications of AI in various segments of media production and distribution. The article also provides predictions for the future development of AI in media, respecting the highly dynamic nature of this technology, which naturally implies that certain findings may already be partially surpassed by the time of the publication of the study.

Author Biographies

  • Slavka Pitoňáková, University of Žilina

    Slavka Pitoňáková’s work focuses on connecting the media with selected areas of marketing communication (especially public relations and advertising), as well as on the presentation of cultural heritage, science, and research in the media. She worked on the project Research Center of the University of Žilina where she coordinated public relations. She was a member of the working group for the preparation of the Concept of Media Education in the Context of Lifelong Learning (The Ministry of Culture of the Slovak Republic, 2009). Her focus in the field of pedagogical work is on combining theory with media and marketing practice, as well as on media and film education.

  • Dávid Pál, University of Žilina

    Dávid Pál specialises in multimedia technologies, graphic design, and audiovisual production. He has worked in the presentation of history and cultural heritage at the Museum of Toys and Dolls in Modrý Kamen. Since 2024, he has been a full-time PhD student at the Faculty of Humanities, UNIZA, focusing on artificial intelligence research and its applications in media production. His teaching activities include audiovisual creation, computer animation, 3D modelling, and interactive media programming.

  • Matúš Kubala, University of Žilina

    Matúš Kubala specialises in marketing, PR, digital communication, and visual creation in an academic environment. He served as the head of the department at the UNIZA University Library and participated in the European Commission project (Europe Direct Žilina). Since 2024, he has been a PhD student at the Faculty of Humanities, UNIZA, focusing on cultural heritage in media products. His teaching activities include media production, creative writing, typography, and practical orthography.

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Published

2025-04-26

Issue

Vol. 16 No. 1 (2025): Communication Today 1/2025

Section

Theoretical studies

License

Copyright (c) 2025 Communication Today

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Slavka Pitoňáková, Dávid Pál, & Matúš Kubala. (2025). Technology and Creativity: How AI Is Changing Work in the Media Industry. Communication Today, 16(1). https://doi.org/10.0000/7h5kye21