Publication Details
Abstract
The rapid transformation of digital media ecosystems has been significantly accelerated by advances in artificial intelligence (AI). This study investigates the role of AI in reshaping digital media production, distribution, audience engagement, and strategic decision-making. The primary objective of this research is to examine how AI-driven technologies contribute to digital media transformation and to identify their strategic, operational, and societal implications. The study adopts a qualitative–quantitative mixed-method approach, combining systematic literature analysis, content analysis of AI-based media platforms, and secondary data synthesis from global media and technology reports. Analytical frameworks from digital transformation and computational communication research are employed. The findings indicate that AI significantly enhances personalization, automation, predictive analytics, and real-time audience insights in digital media environments. AI-driven systems improve content relevance, optimize distribution strategies, and increase operational efficiency, while also reshaping professional roles within media organizations. This study contributes to digital media theory by conceptualizing AI not merely as a technological tool but as a structural driver of media transformation that redefines communication logics, power relations, and content governance. The results offer actionable insights for media practitioners, platform designers, and policymakers regarding ethical AI adoption, workforce adaptation, and regulatory frameworks. The study is limited by its reliance on secondary data and literature-based evidence. Future research should incorporate empirical user studies and cross-cultural comparisons.