Impact Of AI On The Media: Uses, Concerns And Future Implications

By Dionne Michelle Agorua

Artificial Intelligence (AI) has become a key influence in media today taking a major growth in recent years and influencing the world and different sectors at large, not just media. Surprisingly, the term (AI) was coined way back in 1956 by “John McCarthy” at Dartmouth College and today it has grown rapidly, changing from a theatrical concept to a reality, changing businesses and sectors.

According to reports the AI market is expected to grow its potential value to $990 billion, by 2027, with a rapid annual growth rate of 40% to 55%. In this area of innovation, companies in both media, entertainment, and technology space, like Google, Disney, Microsoft etc, some of these companies have infiltrated AI into their innovations.

This article will explore the positive impacts AI has in the entertainment and media, but focusing mainly on the media
aspect, whilst simultaneously exploring the uses, concerns, and future implications.

Use of AI in media

AI is easily making its way through the vibrant media and entertainment industry and sector, notably making huge changes in music, film and tv, gaming, and content creation. Each use are all unique and they highlight how technological innovation meets creative expressions.

Music

With the help of AI in music, merging technology with music has become easier and more accessible. AI generated music makes use of sophisticated algorithms to construct musical compositions. New and Distinct musical pieces are generated with the use of the algorithms.

With the use of AI, music apps like Spotify, Apple Music, Audiomack etc., they use AI to analyse their users data, based on the user’s listening history, preferences, mood, and behaviour. With the help of AI, the system is able to create a unique listening experience for the user, most times even suggesting songs that the user might gravitate towards, all this is possible through the data provided to them by the system.

Film

Recently filmmakers have started leveraging on the benefits of AI to create impactful and revenue generating scripts, AI aids in the analysis of scripts destined for the screen, whilst simplifying the script analysis process. In addition, AI plays a crucial role in predicting the success of a film, by analysing the script. Artificial Intelligence helps in creating mind blowing and professional film trailers and editing full-length films.

Gaming

AI is transforming gaming by making experiences smarter, more personal, and immersive. Enemies in games now adapt to your moves, creating unpredictable challenges. For instance, the Nemesis System in Shadow of Mordor ensures each encounter feels unique, as enemies learn and respond to your actions.
AI also tailors’ games to fit your play style, adjusting difficulty or generating unique content. In The Sims, characters feel alive because AI drives their individual personalities.

Similarly, AI-powered procedural generation creates massive, ever-changing worlds in games like Minecraft and No Man’s Sky.
Storytelling is evolving too. Games like Detroit: Become Human offer dynamic narratives where your choices shape the outcome. Combined with AI-driven realism lifelike animations, responsive NPCs, and realistic environments games are becoming more immersive than ever.

Content Creation

AI has been a major help and advantage to directors, helping them produce pixel-perfect videos. It can help analyse your footage to choose the right shots for specific scenes or needs, like proper color scheme and the most appropriate places to cut or merge scenes together. Its easier for AI based software to do this as regards to humans, as they can put together the best scenes, create more engaging movie trailers and so much more. For writers, AI can suggest
topics, improve grammar, or even create full drafts, saving time and helping with writer’s block. In design, AI tools like image generators can create stunning visuals in seconds, while video editors use AI to automate tasks like cutting clips or adding effects.

However, this ease comes with challenges. The risk of over-saturation and questions about originality have sparked debates about the balance between AI assistance and human creativity. Still, when used thoughtfully, AI is less about replacing creators and more about empowering them to push boundaries and explore innovative ideas.The future of content creation is evolving with AI, offering exciting possibilities while reminding us to keep the human touch alive.

Concerns

The impact of AI on the media is complex and multi-faced, its strengths can be a key factor in the optimisation of product processes, it can also aid in the creation of new business models like personalised content. However, the effect of AI on the media can create new vulnerabilities and it also risks becoming the back door to increasing the media’s dependence on the large technological platforms, coupled with the fact that it generates challenges relating to transparency. However, AI has the potential to transform the journalist sector positively, helping journalists by making routine automated tasks, creating more time on their
hands to return to the essence of their profession. Although, advantages like that are accompanied by the fear of staff reductions.

Future Implications

When I think about the future of AI in media, I can’t help but feel both excitement and caution. On one hand, AI has the potential to completely reshape how we create, consume, and interact with media. Imagine a world where news articles are written in real-time, personalised to our interests, or where films and games adapt to our moods and preferences.
It’s incredible to think about the level of customisation and creativity AI can bring.

But with this power comes a lot of responsibility. One of my biggest concerns is how AI might blur the lines between what’s real and what’s fabricated. Deepfakes and AI-generated content already make it harder to distinguish fact from fiction. In the future, this could challenge our ability to trust what we see and hear in the media.
There’s also the human element. Will AI replace jobs in journalism, filmmaking, and other creative industries? Or will it become a tool that empowers people to innovate in ways we can’t yet imagine? I believe the answer depends on how we choose to use AI as a partner to human creativity rather than a replacement for it.

Ultimately, AI’s impact on media will be what we make of it. If we focus on using it responsibly, we can unlock amazing possibilities while ensuring that the heart of media human connection and storytelling remains intact. The future is uncertain, but it’s also full of potential, and that’s what makes it so fascinating.