Akademik Veri Yönetim Sistemi
The Age of Generative Artificial Intelligence, AYDIN ÖMER, KARAARSLAN ENİS, Editör, İzmir Akademi Derneği (Izmir Academy Association), İzmir, ss.46-68, 2025
In recent years, the digital media sector has undergone a major transformation driven by technological advancements. This transformation has impacted not only communication methods but also the production and processes of content for digital media. The evolution of digital media is shifting from traditional media to social media and content platforms. This transformation has become more rapid and cyclical, particularly thanks to advancements in data analytics, automation, and artificial intelligence technologies. Content can now be dynamically personalized, rather than presented to large audiences in a fixed format. This has led to a media approach where user experience is central. This article evaluates current technologies used in the digital media sector and how artificial intelligence, particularly large language models, are transforming the digital media sector and their impact on the field. AI-powered tools, particularly in conjunction with recent advances in generative AI, have had a profound impact on content creation, personalized advertising, audience engagement, content recommendation systems, and media analytics. Furthermore, thanks to the many benefits offered by generative AI, thanks to large language models, manual content production activities (e.g., converting and processing video or audio recordings, summarizing them, and classifying the content of digital media products) can now be automated. Furthermore, large language models reduce the workload of media professionals in processes such as language processing, text analysis, news production, and social media management, increasing efficiency. The success of these models in interpreting and reproducing natural language allows for faster and more consistent media content creation. For example, models like ChatGPT and Writesonic can generate semantic and consistent text within minutes, depending on the type, language, and subject matter of the desired content. Visual media content, which used to be produced at high cost with visual media production tools like Bing Image Creator and Adobe Firefly, can now be produced in minutes with generative AI. However, the challenges brought about by this transformation, such as ethics, security, and content accuracy, must also be considered. Risks such as the auditability of AI-based systems, misinformation, and the production of fake content pose a critical threat to the reliability of digital media. The article provides insights into the future of AI in digital media and offers strategic recommendations for industry professionals. These recommendations encompass not only the use of technological advancements but also considerations for creating a sustainable media ecosystem based on ethical principles.Abstract
Digital media, Artificial intelligence, Generative artificial intelligence, Large language models, Media industry, Digital transformation
In today's increasingly digital world, more and more companies are engaging in digital transformation processes. Artificial intelligence technologies, which have proven their potential with numerous successful examples, are widely preferred and successfully used in this digitalization process. Artificial intelligence technologies significantly affect the success of the digitalization process by enabling processes to be carried out in a more flexible, faster, and efficient manner. The analysis of large data sets with artificial intelligence and the extraction of useful results by reducing errors and increasing success have opened the way for many sectors [1]. The digital media sector has also benefited from this transformation. Thanks to rapidly developing technologies in recent years, it has undergone a major transformation on a global scale. The spread of the internet, mobile technologies, the rise of social media platforms, and new-generation data analytics have fundamentally changed many areas, from media production processes to consumer experiences. In particular, digital media technology, which has been shaped and transformed by the development of social media and web technologies, has reached a very different place today with the developments in digital transformation tools and productive artificial intelligence. In this transformation, the use of artificial intelligence technologies and large language models plays a significant role. These technological advancements in the digital media field have made media content production, sharing, and consumption faster, more personalized, and more interactive.
New media, created by digitalization and the proliferation of the internet, offers an interactive, multi-platform, user-centered, and engaging environment. Unlike traditional media, new media has enabled users to participate in content creation, share, and interact, shifting the perception of time and space [2]. Artificial intelligence has played a significant role in this. Artificial intelligence is a technology that predicts human cognitive processes and behaviors and integrates them into computer systems [3]. Artificial intelligence, which will become a part of every aspect of our lives, plays an influential role in every stage of new media content creation, from content creation to distribution. Artificial intelligence has seen significant growth in the digital media sector. It can be described as artificial intelligence taking over human tasks and supporting people to enhance their capabilities, creating a new model of interaction and creativity [4]. With the integration of artificial intelligence into media and communication technologies, the transformation in digital media has begun to be more clearly experienced both in Turkey and globally. Artificial intelligence, a field that can provide computer systems with human-like intelligence and capabilities, offers new opportunities in the field of communication and media [5].
The impact of technologies such as AI, ChatGPT, and deepfake in media and communication is increasing daily. AI is transforming many areas, including news distribution, content creation, and personalized advertising. AI chatbots like ChatGPT are attracting attention with their natural language understanding capabilities [5]. Media companies are rapidly adopting AI-based solutions in areas such as content creation, audience interaction, personalized advertising, and content recommendation systems. Furthermore, large language models have changed the dynamics of the industry by providing media professionals with efficient tools in areas such as text analysis, natural language processing, and content creation. These models accelerate language processing processes, ensure accurate content presentation, and enable media companies to develop more targeted strategies. The purpose of this section is to examine how current technologies and artificial intelligence are evolving in the digital media landscape, specifically explaining the impact of large language models and generative AI on the industry. It also aims to discuss how AI is driving revolutionary changes in the digital media landscape and the potential impact of these changes on future media applications.
While digitalization has fundamentally transformed traditional media and publishing practices in many ways, artificial intelligence technologies have taken these transformations to a new level. Every technological advancement has impacted the way media delivers content, and even the content itself. Traditional media has evolved through visual, audio, and written communication tools such as radio, television, and newspapers [6]. In the media sector, it is possible to encounter a number of specialized AI applications in various fields such as journalism, television, cinema, and public relations [7]. Today, artificial intelligence has become the branch of science and engineering that creates intelligent machines, especially intelligent computer programs. The primary expectation with artificial intelligence technology is to develop algorithms that impart the characteristics of human intelligence to computers and to develop systems that can solve problems by exhibiting intelligent behavior like humans [8].
Artificial intelligence has become one of the most popular concepts of the last decade. With substantial advances in machine learning, a number of new applications have become possible [9]. Conversational interaction, smart assistants, and autonomous driving are just some examples [10]. This has profoundly impacted and transformed digital media. Digital media is now also referred to as the concept of new media. While new media was initially defined based on user interaction, digitalization, speed, and versatility, it has now evolved into a structure encompassing autonomous content production, data-driven communication, and personalization layers alongside artificial intelligence. New media no longer encompasses solely digital channels and new forms of communication, but rather a communication ecosystem in which non-human actors and artificial intelligence play a role in content production [2]. This section focuses on the history of digital media, social media, content platforms, and new media tools, the role of artificial intelligence and machine learning in digital media, and data analytics, automation, and personalization technologies.