This study explores the challenges and opportunities presented by artificial intelligence (AI) in the media, specifically in newspapers, radio and television. AI is transforming these industries by automating processes such as news generation, transcription, and content personalization. The aim of this article is to identify, explore and analyze the main advances of AI in the media industry. In the end, the challenges and the effects on audiences are raised. The methodology employed includes a descriptive and analytical approach, based on the analysis of annual reports and case studies of media that have implemented AI. Among the results obtained, the growth in the use of AI to generate automated and personalized content, as well as the integration of virtual presenters, stands out. However, concerns also emerge about the spread of misinformation and the ethical handling of personal data. In conclusion, AI offers significant operational advantages for the media, but it is crucial to balance its implementation with strong ethical management to ensure information quality and protect the rights of audiences.
