THE ROLE OF ARTIFICIAL INTELLIGENCE IN MEDIA COMMUNICATIONS

AI in media communications, focusing on articles published between 2019 and 2025. The review encompasses a comprehensive analysis of various AI applications across media sectors, including 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 identifies significant advancements in AI technologies, such as machine learning, natural language processing, and generative AI, that have transformed content creation, personalization, and audience engagement. AI-driven tools enable 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.