Abstract
Traditionally, media organizations have had an inner hierarchy, and on each level of it there is a specific job representative. However, with the rapid development of technology, including introducing artificial intelligence into all aspects of modern society, the industries we are familiar with are becoming more and more mechanized. In recent years, AI algorithms have developed its collect and process large amounts of data ability, now AI technology are able to create content on its own and personalize it based on the user's data. Some leading media outlets are already used to using AI in their workflows. Nevertheless, there are many experts who remain sceptical about this trend of great acceptance of AI technology. So does AI serve as a progressive tool for a new era of media or is it just a potential threat? This is the question that this thesis attempts to answer. The thesis contains an exploration of the definition of AI, an analysis of the impact AI technology has on media organization and their employees, as well as an indication of the potential threats of AI.
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