AI as a Co-creator: Transforming Media Content Creation – Opportunities and Challenges in the Digital Era
AI as a Co-creator: Transforming Media Content Creation – Opportunities and Challenges in the Digital Era

Author(s): Diana Kostova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: artificial intelligence; public service media; content co-creation; generative AI; newsroom automation; media ethics; EU AI Act
Summary/Abstract: The article examines the emerging role of artificial intelligence (AI) as a co-creator in media content production, with a focus on European public service media. The study combines qualitative analysis, policy review and comparative case studies of BBC, Yle, RTVE, Sveriges Radio and the Bulgarian National Radio (BNR). It traces the shift from automation to co-creation through tools such as generative language models, synthetic voices and AI-driven editorial systems, highlighting both efficiency gains and ethical risks. The results show that AI is being integrated in newsrooms mainly for automated updates, accessibility services and multilingual distribution, while editorial responsibility and human oversight remain central. The discussion addresses opportunities for innovation, as well as key challenges related to transparency, trust and compliance with the EU Artificial Intelligence Act (2024). The conclusion argues that AI can enhance, but not replace, human creativity and accountability in public communication.

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