By: Haley Lane

As new AI technologies continue to advance, questions continue to arise about whether they will eventually replace most jobs in the media industry. The short answer: Not yet. 

Even though AI is developing quickly and emerging in the media, it is changing rather than going extinct. AI has the potential to replace some media jobs in the future, but the field itself is not replaced. Rather than being afraid of AI, it is more crucial to know how to use it efficiently,  including prompt engineering, and to use it as a tool rather than a substitute. 

One field that is already seeing significant change is graphic design. AI has improved over time at creating graphics, cartoons, and logos in a matter of seconds. Previously labor-intensive tasks can be produced instantly. This change is not reflected by all media sectors, however. 

For example, social media management seems to be improved rather than replaced. AI can assist with data analysis, post suggestions, and caption generation. However, unlike humans, it is unable to fully comprehend niche audiences or capture the genuine in-person moments that are vital to social media. 

Journalism is still very much a human-driven field. Stories told by real people for real people are still in high demand by audiences. While AI can help with research and drafting, people still value human credibility when it comes to engaging with news. However, the rise of AI-generated hosts and influencers in fields like broadcasting in recent years has sparked both curiosity and anxiety. Many are uneasy with the idea of entirely fake personalities online.

Nora Carroll, a junior media communication major at West Virginia Wesleyan College, spoke on her experience with artificial intelligence. “I’ve learned to use AI as a tool. As an example, I’ve always been someone who sometimes struggles digesting information, especially through reading, which has allowed me to dive deeper into my readings than ever before,” said Carroll.

Additionally, Carroll expressed her thoughts on the future of AI. “I believe that AI has the potential to replace some media jobs, but I don’t think it can ever replace the human emotion that comes with it. It may be a cheaper way out of hiring someone good, but it could never replace a real person,” said Carroll.

Ultimately, we are seeing a shift in the way AI is being integrated into media. It is vital to become familiar with emerging AI tools, whether you plan on using them or not, as they are transforming the future job market.

Photo by: Haley Lane