Artificial Intelligence and the Transformation of the Media System

Artificial intelligence is increasingly being used in all branches of the media system and has transformed the way specialists in this field work in recent years. Currently, applications of artificial intelligence are used across a range of processes involved in the production, editing, distribution, and consumption of media content. These include technologies such as generative chatbots, automated transcription, writing, translation, and editing tools, as well as applications for image and video creation. All of these types of applications have taken over a significant portion of the traditional activities carried out by media professionals. From a technological point of view, these uses primarily rely on machine learning, natural language processing, and computer vision techniques, complemented by generative models that automatically analyze, generate, and interpret text, sound, and images. Although these technologies contribute to increased efficiency, faster work, and reduced operating costs, they also pose significant risks, particularly regarding the spread of false information. From a theoretical perspective, artificial intelligence goes beyond the status of a technological tool, being conceptualized as a communicational actor that actively intervenes in the generation, structuring, and circulation of messages, influencing the relationships between producers, content, and audiences in the current media environment.