AI and Media: Challenges, Prospects and Opportunities

Sushmita Kumari; Atish Prashar; Anand Kumar

doi:10.36948/ijfmr.2026.v08i05.90241

AI and Media: Challenges, Prospects and Opportunities

Author(s)	Sushmita Kumari, Atish Prashar, Anand Kumar
Country	India
Abstract	Artificial Intelligence (AI) is transforming the media ecosystem by changing how information is gathered, verified, produced, personalized, distributed and monetized. News organisations can use AI for transcription, translation, data analysis, recommendation, automated production, audience analytics, fact-checking support, visualisation and the creation of new formats. At the same time, AI introduces significant risks concerning misinformation, deepfakes, algorithmic bias, privacy, intellectual property, opacity, labour displacement, editorial accountability and the erosion of public trust. These tensions are particularly important in India, where the media environment is linguistically diverse, mobile-first, platform-dependent and characterised by a rapid expansion of digital and creator-led news. This conceptual paper examines the challenges, prospects and opportunities created by AI for Indian media and develops an integrated framework for responsible AI-enabled journalism. Drawing on stakeholder theory, the resource-based view, institutional theory, diffusion of innovations and the emerging literature on algorithmic and automated journalism, the paper conceptualises AI capability as an enabling resource whose value depends on editorial governance, human oversight, professional competence, data quality and regulatory conditions. The framework proposes that AI adoption influences media performance through a mediating mechanism of newsroom capability and workflow transformation, while ethical governance, organisational readiness and regulatory clarity moderate the relationship. The paper argues that AI should be treated neither as a substitute for journalism nor simply as a productivity tool, but as a socio-technical capability that must remain accountable to journalistic values. For Indian media, the most promising opportunities lie in multilingual journalism, accessibility, local and hyperlocal coverage, data-driven reporting, personalised public-interest information, newsroom efficiency and new digital business models. However, these opportunities can be realised only when media organisations establish transparent AI-use policies, verification protocols, disclosure standards, staff training, data safeguards and mechanisms for human editorial responsibility. The paper concludes with implications for media managers, journalists, educators, regulators and technology providers, and proposes directions for future empirical research.
Keywords	Artificial Intelligence, Media, Journalism, Generative AI, Indian Media, Automated Journalism, Media Ethics, Deepfakes, Newsroom Innovation, AI Governance.
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-19
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.90241

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AI and Media: Challenges, Prospects and Opportunities

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