Artificial Intelligence in the Media Economy: A Systematic Review of Use Cases, Application Potentials, and Challenges of Generative Language Models

The ongoing development of artificial intelligence is accompanied by a significant change in the work processes of various industries, including the media economy. Generative language models offer new approaches for the automation and optimization of numerous processes. This points to a significant transformation of existing workflows and stakeholder constellations. This chapter aims to systematically examine the use of new AI technologies in the media industry and to identify their potential as well as areas of application. The chapter focuses on investigating this new digital transformation of the media industry and the development of new AI-driven business models. Furthermore, the potential impact of these technologies on media organizations and end consumers will be examined.