Article history:

Received 29 September 2024

KMANPUB AI and Tech in Behavioral and Social Sciences Vol. 3 No. 1 (2025): 159-167 Revised 10 December 2024
Accepted 21 December 2024
Published online 01 January 2025

The Role of Artificial Intelligence in Media Communications

Nadiya Abed1* , Navid Farrokhi2

1 Faculty of Social Communication Sciences, Allameh Tabatabai University, Tehran, Iran
2 MSc Information Technology, AmirKabir University of Technology, Tehran, Iran

* Corresponding author email address: [email protected]

A r t i c l e I n f o A B S T R A C T
Article type: This review aims to explore the role of artificial intelligence (AI) in modern media
Review Article
communications, analyzing its historical evolution, current applications, benefits,
How to cite this article: challenges, and future prospects. A descriptive analysis approach was employed to
Abed, N., & Farrokhi, N. (2025). The Role synthesize relevant literature and recent studies on AI in media communications,
of Artificial Intelligence in Media
Communications. AI and Tech in focusing on articles published between 2019 and 2025. The review encompasses a
Behavioral and Social Sciences, 3(1), 159-
167. comprehensive analysis of various AI applications across media sectors, including
https://doi.org/10.61838/kman.aitech.3.1.15 content creation, journalism, marketing, social media, and immersive technologies.
Sources include peer-reviewed journal articles, industry reports, and case studies to
provide a holistic view of AI’s impact and potential in the field. The review
© 2025 the authors. Published by KMAN
identifies significant advancements in AI technologies, such as machine learning,
Publication Inc. (KMANPUB), Ontario,
Canada. This is an open access article natural language processing, and generative AI, that have transformed content
under the terms of the Creative Commons
creation, personalization, and audience engagement. AI-driven tools enable
Attribution-NonCommercial 4.0
International (CC BY-NC 4.0) License. automated content production, data-driven decision-making, and the enhancement
of immersive media experiences. However, challenges such as ethical concerns
(bias, misinformation, privacy), job displacement, and technological dependence
remain prominent. The integration of AI has led to both operational efficiencies
and innovative business models, while also necessitating careful regulation to
address these emerging risks. AI’s integration into media communications offers
transformative benefits, including increased efficiency, creativity, and audience
engagement. However, it also raises critical ethical and operational challenges that
must be addressed through regulatory frameworks and workforce adaptation.
Future advancements in AI, including generative models and immersive
technologies, are expected to further reshape media landscapes, presenting new
opportunities and challenges for the industry.
Keywords: Artificial Intelligence, Media Communications, Content Creation, Audience
Engagement.
 Abed & Farrokhi AI and Tech in Behavioral and Social Sciences 3:1 (2025) 159-167

1. Introduction role in current and future media environments (Chen, 2024;

Du, 2024; Esch & Black, 2021; Lan, 2023; Orosa, 2021).

M edia communications have undergone a profound

transformation in recent years, primarily driven by
innovations in digital technology and the rapid adoption of
The objectives of this review are to map out the major
areas where AI has demonstrated transformative potential
in media communications, to identify the inherent benefits
artificial intelligence. Evolving from traditional formats
and challenges of integrating AI technologies, and to
such as print and broadcast, the modern media landscape
illuminate future prospects for this rapidly evolving
now encompasses diverse channels that operate at lightning
domain. Through a careful examination of peer-reviewed
speed and generate content with unprecedented
literature, industry reports, and illustrative case studies, the
personalization. These changes are often attributed to the
review aims to present a balanced perspective on the
proliferation of interconnected devices, large-scale data
technological, economic, and societal shifts emerging from
analysis capabilities, and sophisticated algorithms that
AI-driven innovation. While the primary focus rests on
empower producers and consumers alike. This convergence
AI’s role in content creation, dissemination, and reception,
of technology not only amplifies the volume of information
the scope also encompasses related fields such as
available but also redefines how society engages with
marketing, social media engagement, and immersive
media, setting the stage for a more interactive and
storytelling, given their collective impact on shaping
immersive experience. Artificial intelligence serves as a
modern media ecosystems. By synthesizing insights from
central catalyst in this transition, providing tools that
diverse sources and disciplinary backgrounds, this review
enhance content creation, facilitate real-time analytics, and
highlights the factors that catalyze or impede AI adoption
enable precision targeting of audiences. These
in media communications. It further seeks to pinpoint the
developments have far-reaching implications, leading to
ethical, regulatory, and practical considerations that must
reimagined business models, evolving consumer
be addressed to ensure responsible and sustainable
expectations, and new ethical considerations. The
development (Kar, 2023; Ponomarenko, 2023; Ughulu,
cumulative effect is a media ecosystem that is increasingly
2022; Verma et al., 2021).
adaptive, predictive, and driven by automated processes
This narrative review employs a descriptive analysis
(Chiang et al., 2022; Goar, 2022; Shah et al., 2020).
approach that emphasizes the contextual understanding of
The importance of artificial intelligence in modern
AI’s applications within media communications. Rather
media communications extends beyond streamlining
than quantitatively measuring effect sizes or statistically
production processes and boosting operational efficiency.
pooling findings, the review synthesizes existing studies
AI-driven systems support creators and distributors in
and perspectives into thematic insights. Such an approach
analyzing audience behaviors, identifying market trends,
is well-suited for capturing the complexity and
and optimizing content strategies. In doing so, these
interdependence that characterize the intersection of AI and
technologies not only inform editorial decisions but also
media. The descriptive analysis method involves reviewing
reshape how audiences discover and interact with
and categorizing scholarly works, drawing on relevant
information. Recommendation algorithms, for example,
industry practices, and systematically comparing insights to
harness large quantities of user data to deliver personalized
identify patterns, gaps, and emerging trends. This method
content on social media platforms or streaming services,
accommodates the multifaceted nature of AI, which
thereby enhancing user engagement and loyalty. Moreover,
intersects with diverse disciplines—from computer science
emerging applications of AI in virtual reality and
and engineering to marketing and journalism—and it
augmented reality blur the line between physical and digital
highlights how these convergent forces reshape existing
realms, producing new modalities of storytelling that
paradigms of content production, dissemination, and
captivate audiences on a visceral level. Simultaneously, AI-
engagement. The goal is to provide a well-rounded,
powered tools contribute to detecting and curtailing
accessible synthesis of the subject matter, setting a
misinformation, although the technology also introduces
foundation for further research, practical applications, and
ethical and regulatory complexities around privacy, bias,
policy development that will guide the continued evolution
and accountability. These advancements underscore the
of AI-enabled media communications (Behl et al., 2021;
significance of systematically exploring AI’s multifaceted
Fteiha, 2024; Liu & Pan, 2022; Rožman et al., 2022).

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2. Methods and Materials context and supplement findings from primary studies. In
cases where conflicting data or interpretations were
This review employs a narrative methodology with a
encountered, a critical evaluation was conducted to assess
descriptive analysis approach to synthesize and
the reliability and validity of the sources. This evaluative
contextualize the existing literature on the role of artificial
step helped to reconcile differences and ensure a balanced
intelligence (AI) in media communications. The primary
perspective.
aim is to identify and describe key applications, benefits,
challenges, and future prospects of AI in this field, drawing 3. Historical Evolution of AI in Media
insights from recent academic and industry publications. Communications

2.1. Literature Search and Selection Criteria The integration of artificial intelligence (AI) into media
communications has evolved significantly over the past few
The literature for this review was identified through years, marking a transformative shift from traditional
systematic searches of academic databases, including methodologies to highly sophisticated, AI-driven processes.
PubMed, Scopus, IEEE Xplore, and Google Scholar, as Initially, the adoption of AI in media was predominantly
well as industry whitepapers and reports from reputable focused on automation and the development of basic
organizations such as McKinsey, Deloitte, and Gartner. The recommendation systems. Early applications included
search strategy employed a combination of keywords and automated content scheduling, simple algorithmic content
Boolean operators, including terms such as "artificial recommendations, and rudimentary data analytics that
intelligence," "media communications," "AI in journalism," allowed media companies to streamline operations and
"AI in content creation," "AI in advertising," and "AI ethics better understand audience preferences (Goar, 2022). These
in media." The review focused on literature published foundational uses of AI laid the groundwork for more
between 2019 and 2025 to ensure the inclusion of the most advanced implementations by demonstrating the potential
recent developments and trends in this rapidly evolving of AI to enhance efficiency and personalization in media
field. workflows.
To qualify for inclusion, sources had to meet specific As technological advancements accelerated, several key
criteria. First, the articles or reports had to explicitly focus milestones emerged that further solidified AI’s role in
on AI's role in various aspects of media communications. media communications. The advent of machine learning
Second, the material needed to provide empirical data, and natural language processing enabled more complex
theoretical insights, or real-world examples relevant to the applications such as automated content generation, real-
scope of this review. Finally, priority was given to peer- time audience analytics, and sophisticated sentiment
reviewed journal articles, conference proceedings, and analysis. These advancements facilitated the creation of
industry reports that demonstrated methodological rigor dynamic content tailored to individual user preferences,
and credibility. thereby enhancing user engagement and satisfaction.
Additionally, the development of AI-powered tools for
2.2. Data Collection and Analysis video and audio editing revolutionized content production,
The data collection process involved extracting relevant allowing for faster turnaround times and higher quality
information from the identified articles and reports. Key outputs without proportionate increases in costs (Liu &
themes, findings, and trends were systematically cataloged Pan, 2022). The integration of AI into these creative
using a qualitative data analysis approach. The extracted processes not only optimized production efficiency but also
data was categorized under specific themes, including expanded the creative possibilities available to media
content creation, journalism, marketing, and social media professionals.
engagement. This thematic categorization facilitated a The transition from traditional to AI-driven media
structured analysis of the literature, allowing for a detailed processes was further propelled by the increasing
exploration of each area. availability of big data and advancements in computational
To ensure comprehensive coverage, secondary sources, power. Media organizations began leveraging vast datasets
such as book chapters and media articles, were also to inform content strategies, personalize user experiences,
reviewed. These sources were used primarily to provide and predict market trends with greater accuracy. This data-
driven approach enabled more precise targeting of

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audiences, enhancing the effectiveness of marketing more sophisticated, data-driven, and immersive
campaigns and improving overall audience retention. applications. Key technological advancements and the
Moreover, AI’s ability to process and analyze large increasing availability of big data have facilitated this
volumes of data in real-time allowed media companies to transition, enabling media organizations to enhance
respond swiftly to changing consumer behaviors and efficiency, personalize user experiences, and maintain
preferences, thereby maintaining a competitive edge in a competitive advantage. As AI continues to advance, its role
rapidly evolving market landscape (Verma et al., 2021). in media communications is expected to expand further,
Another significant milestone in the evolution of AI in driving innovation and shaping the future landscape of the
media communications was the incorporation of AI into industry (Lan, 2023; Rožman et al., 2022).
interactive and immersive technologies such as virtual
reality (VR) and augmented reality (AR). These 4. Current Applications of AI in Media
Communications
technologies harness AI to create more engaging and
personalized user experiences, blurring the lines between Artificial intelligence has permeated various facets of
physical and digital interactions. For instance, AI-driven media communications, revolutionizing how content is
VR applications can adapt environments and narratives created, disseminated, and consumed. Its current
based on user input and behavior, providing a more tailored applications span across multiple domains, each leveraging
and immersive storytelling experience. Similarly, AR AI’s capabilities to enhance efficiency, personalization, and
applications utilize AI to overlay digital information onto engagement.
the physical world in real-time, enhancing the interactivity
and relevance of media content (Chen, 2024; Du, 2024). 4.1. Content Creation and Curation
The shift towards AI-driven media processes has also
been characterized by the increasing reliance on AI for AI tools have become indispensable in the generation of
content moderation and the management of digital text, audio, and video content, significantly altering the
communities. As online platforms grow in size and landscape of content creation. Advanced natural language
complexity, the need for efficient and effective moderation processing algorithms enable the automated writing of
tools has become paramount. AI systems are now articles, reports, and even creative stories, reducing the
employed to automatically detect and manage inappropriate time and effort required for content production. These AI-
content, fake news, and harmful interactions, thereby driven systems can analyze vast amounts of data to produce
maintaining the integrity and safety of digital spaces. These coherent and contextually relevant content, thereby
AI-driven moderation tools not only reduce the burden on assisting journalists and content creators in generating
human moderators but also ensure a more consistent and high-quality material more efficiently (Verma et al., 2021).
scalable approach to content management (Orosa, 2021). In the realm of audio and video production, AI-powered
Furthermore, the evolution of AI in media editing tools automate tasks such as cutting, color
communications has been marked by the emergence of correction, and sound mixing, ensuring consistent quality
intelligent automation in various operational aspects. From and accelerating the production timeline (Fteiha, 2024).
automated news reporting and personalized advertising to Personalized content delivery has also been transformed
AI-powered customer service and interactive chatbots, by AI, with recommendation algorithms playing a crucial
automation has become a cornerstone of modern media role in tailoring content to individual user preferences.
strategies. These automated systems enhance operational These algorithms analyze user behavior, preferences, and
efficiency, reduce costs, and provide more personalized and engagement patterns to suggest relevant content across
responsive services to users. The ability of AI to various platforms, including social media, streaming
continuously learn and adapt from interactions ensures that services, and news outlets. By delivering personalized
these automated systems remain relevant and effective in recommendations, AI enhances user engagement and
meeting the dynamic needs of media consumers (Behl et satisfaction, fostering a more tailored and immersive media
al., 2021). experience. This level of personalization not only increases
In summary, the historical evolution of AI in media user retention but also drives higher levels of interaction
communications is characterized by a progressive shift and loyalty (Esch & Black, 2021; Kar, 2023).
from basic automation and recommendation systems to

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4.2. Journalism and News Reporting Additionally, AI enhances user interaction and engagement
by enabling the creation of intelligent chatbots and virtual
In journalism and news reporting, AI has introduced
assistants that provide personalized responses and support.
significant advancements in fact-checking and investigative
These AI-driven systems facilitate more meaningful and
journalism. AI-driven fact-checking tools automatically
interactive user experiences, fostering stronger community
verify the accuracy of information by cross-referencing
engagement and loyalty (Gu, 2024).
data from multiple sources, thereby reducing the spread of
misinformation and enhancing the credibility of news 4.5. Augmented and Virtual Reality in Media
outlets. These tools can swiftly identify and flag false
information, enabling journalists to focus on in-depth AI’s role in creating immersive experiences through
investigative work and complex reporting tasks (Chiang et augmented reality (AR) and virtual reality (VR) has opened
al., 2022). Additionally, AI is employed to identify trending new avenues for media communications. In AR
topics and emerging news stories by analyzing social media applications, AI enables the real-time overlay of digital
trends, search queries, and other real-time data sources. information onto the physical world, enhancing the
This capability allows news organizations to stay ahead of interactivity and relevance of media content. This
the curve, delivering timely and relevant content to their capability is utilized in various contexts, including
audiences (Orosa, 2021). interactive advertising, educational tools, and
entertainment, providing users with a more engaging and
4.3. Marketing and Advertising personalized experience (Li, 2024). In the realm of VR, AI-
driven technologies create dynamic and adaptive virtual
AI has revolutionized targeted advertising campaigns by
environments that respond to user interactions and
enabling highly precise audience segmentation and
behaviors, offering highly immersive storytelling
personalized ad delivery. Machine learning algorithms
experiences. These AI-enhanced VR applications allow for
analyze consumer data to identify patterns and preferences,
more sophisticated and realistic simulations, making them
allowing marketers to create tailored advertisements that
invaluable in fields such as gaming, training, and virtual
resonate with specific demographics. This level of targeting
tours (Liu & Pan, 2022).
not only increases the effectiveness of advertising
Moreover, AI facilitates the seamless integration of AR
campaigns but also maximizes return on investment by
and VR with other digital technologies, such as the Internet
ensuring that marketing efforts reach the most relevant
of Things (IoT) and blockchain, to create comprehensive
audiences (Sayoh, 2023). Furthermore, sentiment analysis
and interconnected media ecosystems. This integration
tools leverage AI to gauge public opinion and consumer
enhances the functionality and versatility of AR and VR
sentiment towards brands, products, and campaigns. By
applications, enabling more complex and interactive media
understanding consumer emotions and attitudes, marketers
experiences that cater to diverse user needs and preferences
can refine their strategies to better align with audience
(Xie, 2020).
expectations and improve overall campaign performance
In conclusion, the current applications of AI in media
(Shah et al., 2020).
communications are diverse and far-reaching,
encompassing content creation and curation, journalism
4.4. Social Media and Community Engagement
and news reporting, marketing and advertising, social
AI plays a pivotal role in moderating content and media and community engagement, as well as augmented
managing interactions on social media platforms. AI and virtual reality. These applications leverage AI’s
moderation tools automatically detect and remove capabilities to enhance efficiency, personalization, and
inappropriate content, spam, and harmful comments, engagement, fundamentally transforming how media is
ensuring a safe and positive online environment for users. produced, distributed, and consumed. As AI technology
These tools utilize natural language processing and continues to advance, its integration into media
machine learning to accurately identify and filter out communications is expected to deepen, driving further
undesirable content in real-time, significantly reducing the innovation and shaping the future of the industry (Du,
burden on human moderators and enhancing the efficiency 2024; Kamkankaew, 2024; Salvetti, 2024).
of content management (Esch & Black, 2021).

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5. Benefits and Challenges of AI in Media maximizes the effectiveness of marketing and advertising
Communications efforts by reaching the most receptive audiences.
Despite these substantial benefits, the adoption of AI in
The integration of artificial intelligence (AI) into media
media communications also presents several challenges that
communications has ushered in a multitude of benefits that
need to be addressed. Ethical concerns are at the forefront
enhance various aspects of the industry. One of the most
of these challenges, encompassing issues such as bias,
significant advantages is the increased efficiency and
misinformation, and privacy. AI algorithms can
scalability that AI offers. Automated systems streamline
inadvertently perpetuate existing biases present in the
content creation, distribution, and management processes,
training data, leading to discriminatory outcomes and
enabling media organizations to handle large volumes of
reinforcing stereotypes. Additionally, the use of AI in
data and content with minimal human intervention. This
content creation and dissemination can contribute to the
automation not only reduces operational costs but also
spread of misinformation, as automated systems may
accelerates production timelines, allowing media
generate or amplify false information without adequate
companies to respond swiftly to market demands and
oversight (Chiang et al., 2022). Privacy concerns also arise
consumer preferences (Verma et al., 2021). Additionally,
from the extensive data collection and analysis required for
AI-driven analytics provide real-time insights into audience
AI-driven personalization, raising questions about data
behaviors and trends, facilitating more informed decision-
security and user consent (Shah et al., 2020).
making and strategic planning.
Job displacement and industry transformation constitute
Enhanced creativity and innovation are other prominent
another significant challenge associated with AI integration
benefits brought about by AI in media communications.
in media communications. The automation of tasks
AI-powered tools enable creators to experiment with new
traditionally performed by humans, such as content
formats, styles, and interactive elements that were
creation, editing, and moderation, can lead to job losses and
previously unattainable. For instance, AI algorithms can
shifts in workforce dynamics. Media professionals may
generate novel content ideas, assist in scriptwriting, and
need to acquire new skills to remain relevant in an AI-
even produce original music and visuals, thereby expanding
driven environment, necessitating substantial investments
the creative possibilities for media professionals (Fteiha,
in training and education (Behl et al., 2021). Furthermore,
2024). Furthermore, AI facilitates the development of
the rapid pace of technological advancement can disrupt
immersive technologies such as virtual reality (VR) and
established workflows and business models, requiring
augmented reality (AR), which offer unique storytelling
media organizations to adapt quickly to maintain their
experiences that engage audiences on a deeper level. These
competitive edge.
innovations not only captivate viewers but also set new
Dependence on AI systems and technological gaps also
standards for content quality and engagement in the media
pose challenges for media communications. As media
landscape (Li, 2024).
organizations increasingly rely on AI for critical operations,
Better audience targeting and engagement represent
the risk of system failures, technical glitches, and
another critical benefit of AI in media communications.
cybersecurity threats becomes more pronounced. Ensuring
Advanced machine learning algorithms analyze vast
the reliability and security of AI systems is paramount to
amounts of user data to identify patterns and preferences,
prevent disruptions and protect sensitive data (Rožman et
enabling media companies to deliver highly personalized
al., 2022). Additionally, the disparity in access to advanced
content to specific audience segments. This level of
AI technologies between large media conglomerates and
personalization enhances user experience by ensuring that
smaller, independent entities can exacerbate inequalities
the content is relevant and appealing to individual
within the industry. Bridging these technological gaps is
preferences, thereby increasing engagement and loyalty
essential to ensure that the benefits of AI are equitably
(Esch & Black, 2021). Moreover, AI-driven
distributed and that all media organizations can leverage AI
recommendation systems on platforms such as streaming
to its full potential (Ughulu, 2022).
services and social media tailor content suggestions based
In summary, while the integration of AI in media
on user behavior, further fostering sustained interaction and
communications offers significant benefits in terms of
prolonged user engagement (Kar, 2023). This targeted
efficiency, creativity, and audience engagement, it also
approach not only improves content discoverability but also
introduces considerable challenges related to ethics,

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employment, and technological dependence. Addressing insights into audience engagement and market trends,
these challenges requires a balanced approach that allowing media organizations to make more informed
prioritizes ethical considerations, workforce development, strategic decisions and capitalize on emerging opportunities
and robust technological safeguards to ensure the (Kamkankaew, 2024). These transformations will not only
responsible and sustainable use of AI in the media industry. enhance operational efficiency but also open up new
revenue streams and business opportunities, driving
6. Future Prospects and Trends sustained growth and innovation in the media sector.
Another significant trend is the rise of immersive media
The future of artificial intelligence in media
experiences driven by AI-enhanced virtual reality (VR) and
communications is poised to be shaped by several emerging
augmented reality (AR) technologies. AI’s ability to create
technologies and evolving trends that promise to further
dynamic and adaptive virtual environments will lead to
revolutionize the industry. Generative AI and ChatGPT-
more sophisticated and realistic simulations, making
like tools represent significant advancements that will
immersive storytelling more compelling and impactful.
continue to enhance content creation and personalization.
This advancement will find applications in various
Generative AI models are capable of producing highly
domains, including entertainment, education, and training,
sophisticated and contextually relevant content, including
providing users with highly engaging and personalized
text, images, and videos, which can be tailored to meet
experiences that go beyond traditional media formats
specific audience needs and preferences. These tools not
(Chen, 2024). Furthermore, AI’s role in enhancing the
only streamline the creative process but also enable the
interactivity and realism of VR and AR experiences will
generation of unique and engaging content that can
facilitate new forms of user engagement, fostering deeper
captivate diverse audiences across various platforms (Grech
connections between audiences and media content.
et al., 2023).
As AI continues to evolve, the ethical and regulatory
Predicted trends in AI-media integration suggest a
frameworks surrounding its use in media communications
deeper convergence of AI technologies with traditional
will also need to develop in tandem. Future trends are
media practices, leading to more seamless and intuitive
likely to include the establishment of comprehensive
user experiences. One such trend is the increasing use of AI
guidelines and standards that ensure the responsible and
in real-time content customization, where AI algorithms
ethical deployment of AI technologies. These frameworks
dynamically adjust content based on live user interactions
will address issues such as data privacy, algorithmic
and feedback. This real-time adaptation enhances the
transparency, and bias mitigation, ensuring that AI
interactivity and responsiveness of media content, making
applications in media communications uphold ethical
it more engaging and relevant to individual users (Salvetti,
standards and protect user rights (Chiang et al., 2022). The
2024). Additionally, the integration of AI with other
development of such guidelines will be crucial in fostering
emerging technologies such as the Internet of Things (IoT)
trust and accountability, enabling the media industry to
and blockchain is expected to create more interconnected
harness the full potential of AI while mitigating its
and secure media ecosystems. These integrations will
associated risks.
facilitate more efficient data management, enhance content
In conclusion, the future of AI in media communications
security, and enable innovative business models that
is marked by significant technological advancements and
leverage the strengths of multiple technologies (Xie, 2020).
evolving trends that promise to further enhance content
The potential for AI to transform media business models
creation, personalization, and user engagement. Emerging
is another key aspect of future prospects in this field. AI-
technologies like generative AI and AI-enhanced VR/AR
driven insights and automation will enable media
will drive innovation, while the integration of AI with other
companies to adopt more agile and data-driven strategies,
digital technologies will create more interconnected and
optimizing everything from content production to
secure media ecosystems. Additionally, the transformation
distribution and monetization. For instance, AI can
of media business models through AI-driven insights and
facilitate the creation of hyper-targeted advertising
automation will foster sustained growth and
campaigns that maximize return on investment by precisely
competitiveness in the industry. As these trends continue to
aligning with consumer preferences and behaviors.
unfold, the development of robust ethical and regulatory
Moreover, AI-powered analytics will provide deeper
frameworks will be essential to ensure the responsible and

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equitable use of AI in media communications, paving the growth and innovation, while the rise of immersive media
way for a more dynamic and resilient media landscape. experiences will create new opportunities for engaging and
interactive storytelling (Grech et al., 2023; Salvetti, 2024).
7. Conclusion However, the continued evolution of AI in media
communications will require ongoing research and the
This review has explored the multifaceted role of
establishment of ethical guidelines to navigate the
artificial intelligence (AI) in media communications,
complexities and ensure the equitable and responsible use
highlighting its transformative impact on content creation,
of AI technologies.
dissemination, and consumption. The historical evolution
In conclusion, AI is undeniably reshaping the landscape
of AI in this field demonstrates a clear trajectory from basic
of media communications, offering unprecedented
automation and recommendation systems to sophisticated,
opportunities for efficiency, creativity, and engagement
data-driven, and immersive applications. Key technological
while also posing significant challenges that must be
advancements, such as machine learning, natural language
addressed. Future research should focus on exploring the
processing, and AI-powered analytics, have enabled media
ethical implications of AI integration, developing strategies
organizations to enhance efficiency, personalize user
to support workforce transitions, and enhancing the
experiences, and engage audiences more effectively. The
reliability and security of AI systems. Additionally,
current applications of AI span various domains, including
policymakers and industry leaders must collaborate to
content creation and curation, journalism and news
establish comprehensive frameworks that govern the use of
reporting, marketing and advertising, social media and
AI in media, ensuring that its benefits are maximized while
community engagement, as well as augmented and virtual
mitigating potential risks. By addressing these
reality, each leveraging AI’s capabilities to drive
considerations, the media industry can harness the full
innovation and improve operational outcomes (Esch &
potential of AI to create a more dynamic, inclusive, and
Black, 2021; Fteiha, 2024; Verma et al., 2021).
resilient media ecosystem that meets the evolving needs of
Despite the numerous benefits, the integration of AI in
audiences and stakeholders alike.
media communications also presents significant challenges,
particularly in the realms of ethics, employment, and
Authors’ Contributions
technological dependence. Ethical concerns related to bias,
misinformation, and privacy necessitate careful N. A. contributed to the conceptualization,
consideration and the development of robust regulatory methodology, and writing of the manuscript. N. F. assisted
frameworks to ensure responsible AI use. Additionally, the in literature review, data analysis, and provided valuable
potential for job displacement and industry transformation revisions to the manuscript. Both authors were involved in
underscores the need for workforce adaptation and skill the final review and approval of the manuscript.
development to mitigate the adverse impacts of AI
adoption. Furthermore, the reliance on AI systems Declaration
introduces risks related to system reliability, cybersecurity,
In order to correct and improve the academic writing of
and technological disparities, highlighting the importance
our paper, we have used the language model ChatGPT.
of maintaining a balanced and resilient approach to AI
integration (Behl et al., 2021; Chiang et al., 2022; Rožman Transparency Statement
et al., 2022).
Looking ahead, the future prospects and trends in AI- Data are available for research purposes upon reasonable
media integration are promising, with emerging request to the corresponding author.
technologies such as generative AI and AI-enhanced
VR/AR poised to further revolutionize the media Acknowledgments
landscape. Predicted trends indicate a deeper convergence
We would like to express our gratitude to all individuals
of AI with traditional media practices, leading to more
helped us to do the project.
seamless and personalized user experiences. The potential
for AI to transform media business models through data-
driven strategies and automation will drive sustained

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Declaration of Interest Engagement. Frontiers in psychology, 15.

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