The Practice of Integrating Artificial Intelligence Technologies into Regional Media
Anna V. Zherebnenko · Theoretical and Practical Issues of Journalism · 2025
The introduction of solutions related to artificial intelligence technologies in the field of media and communications has become the most discussed phenomenon of the last few years. However, the media practices of using innovative technology have been poorly studied. The media industry has not yet developed a system for applying AI solutions that will bring the forecast of a total increase in production capacity and cost optimization in the media business closer to reality. The research is aimed at identifying modern practices of integrating artificial intelligence technologies into the domestic media system. In particular, the article examines the experience of using neural network technologies in the regional media industry of the Altai Territory. The main method of collecting information in the study is an in-depth interview lasting from 40 to 60 minutes. The number of interviews conducted is 21. Experts from regional media, heads of digital agencies and regional production participated in the study. Media experts who do not use artificial intelligence technologies in their professional activities did not participate in the interview. The study allows us to conclude that despite the intensive development of technology, the regional media industry is at the initial stage of understanding and experimentally implementing AI solutions. Neural networks are used more pointwise to implement specific tasks, rather than forming a full-fledged AI system to optimize media production. The main areas of implementation of artificial intelligence technologies are determined by the generative capabilities of the technology. At the same time, the regional media industry misses the functions of big data analytics, personalization and content distribution. Experts note the positive and negative consequences of the introduction of artificial intelligence technologies, as well as barriers to integrating innovation into media production. The latter includes, among other things, the lack of professional competencies in working with neural network technologies.