Keywords
artificial intelligence
interactive technologies
publishing process transformation
publishing industry
How to Cite
Abstract
Introduction. Digital transformation and the rapid advancement of artificial intelligence have necessitated a rethinking of publishing workflows and professional roles in the media industry. Traditional content production models are increasingly giving way to algorithmic and hybrid formats.
Relevance and Aim. The relevance of this study lies in the need to design an innovative model of media producing that responds to the challenges of the digital era, particularly the integration of AI into key stages of the production cycle and the related changes in competence requirements for media producers. A special focus is placed on the Ukrainian context, where the profession of media producer is still in the process of formation.
Methodology. The research applied systems, comparative, and content analysis of educational programs and job descriptions; case analysis of practices of global and local publishing and media organizations (Springer Nature, Elsevier, Bloomberg, “#Naukaprosto”); and qualitative analysis of expert survey involving specialists in digital media producing.
Results. The study identified the main directions of transformation associated with AI integration into publishing processes: automation of content creation; optimization of distribution and personalization; and restructuring of the media producer’s role from coordinator to “human-algorithm” integrator. A conceptual model of media producing was characterized, and critical competences of the modern media producer were highlighted: prompt engineering, hybrid team management, AI-based decision-making, and ensuring the ethicality of automation. Based on a SWOT analysis, conclusions were summarized regarding the advantages and limitations of implementing the innovative model of media producing with AI integration into publishing processes. Further research directions were outlined, particularly aimed at minimizing risks and addressing deficiencies.
Conclusions. The proposed model defines the media producer as a strategic integrator of technological, creative, and managerial solutions, ensuring efficiency and responsible use of AI. The findings have both conceptual and practical significance, particularly for the adaptation of educational programs and the development of ethical regulatory mechanisms in Ukraine’s publishing industry.
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