Digital Transformation in the Media Industry: The Moderating Role of Human-AI Interaction Technologies

This study examines the digital transformation journey of the media industry, with a specific focus on how human-AI interaction technologies moderate this transformation process. Using a qualitative approach combining thematic analysis and case studies, we investigate the mechanisms through which AI-human collaborative technologies influence organizational adaptation to digital environments. Moreover, Data collected from semi-structured interviews with media executives and industry professionals reveal that human-AI interaction capabilities significantly moderate the relationship between digital transformation initiatives and organizational outcomes. Our findings suggest that media organizations implementing user-centered AI interfaces achieve more successful digital transformation outcomes, particularly in content personalization, audience engagement, and operational efficiency. Consequently, this research contributes to digital transformation literature by identifying the critical moderating role of human-AI interaction technologies in facilitating successful media industry evolution and provides practical implications for media organizations navigating digital transformation challenges.