The role of artificial intelligence on sustainability in the media sector

The media plays a critical role in informing the public and raising social awareness. With digital transformation, business practices in the media sector are evolving, and artificial intelligence (AI) has assumed a crucial function in content production, distribution, data analysis, and audience engagement. The widespread adoption of AI in the media sector has enhanced the media's influence and its capacity to mobilize audiences. In this context, investigating the efficient and sustainable use of AI in the media sector, along with its potential drawbacks, is of significant importance. This study aims to analyze the impact of AI on sustainability in the media sector, examining the opportunities it offers as well as the challenges it presents. A qualitative research method was employed, involving face-to-face and online interviews with experts who actively use AI in media sector business processes. The research findings indicate that AI provides significant opportunities in content personalization, resource efficiency, and reducing environmental impact. The results also reveal that AI-driven advertising strategies have the potential to enhance media organizations' revenues and facilitate more effective audience targeting. However, ethical concerns, data security issues, and social implications remain as critical risks. Overcoming these challenges will be a key factor in determining the long-term effects of AI in the media sector. Therefore, AI, with its capacity to generate innovative solutions, will play a defining role in shaping the future of the media industry.