FROM DIGITAL TRANSFORMATION TO ARTIFICIAL INTELLIGENCE: A NEW PARADIGM OF GLOBAL JOURNALISM

Abstract

The contemporary media industry is undergoing one of the most profound transformations in the history of mass communication. Digital platforms, social networks, mobile technologies, big data, algorithmic distribution systems and, most recently, generative artificial intelligence have fundamentally changed the production, distribution and consumption of information. The traditional model in which professional media institutions controlled the principal channels of information has evolved into a complex digital ecosystem where journalists, media organisations, technology platforms, bloggers, influencers, artificial intelligence systems and ordinary users simultaneously participate in the creation and circulation of content. This article examines the transformation of mass media in the context of digitalisation, technological innovation and the rapid development of artificial intelligence. Particular attention is paid to the integration of generative AI into newsroom processes, including information gathering, transcription, translation, data analysis, content production, fact-checking, personalisation and audience engagement. The study argues that artificial intelligence should not be interpreted merely as an instrument of automation. Rather, it represents a structural factor capable of changing journalistic workflows, professional competencies, editorial responsibility, media economics and the relationship between media institutions and their audiences. At the same time, AI-driven journalism generates significant professional and ethical risks, including algorithmic bias, hallucinated information, deepfakes, synthetic content, copyright disputes and the possible erosion of public trust. The article concludes that the future competitiveness and social legitimacy of media organisations will depend not simply on technological adoption, but on their ability to combine innovation with professional standards, human editorial oversight, transparency and accountability.