ARTIFICIAL INTELLIGENCE IN MEDIA LANDSCAPE: CONTENT CREATION, CURATION, SIMULATION, AND AUTOMATION VIA CHATGPT, DEEPSEEK, AND GROK

Abstract

Artificial Intelligence (AI) adoption is occurring at an unprecedented pace in every aspect of the global media, thereby revolutionizing and reorganizing its functions of content creation, curation, simulation, and automation. At the core of this study is an examination of the impact of AI on media production and distribution, in relation to the way three AI tools shape/potentially shape these ChatGPT, Deepseek, and Grok. Utilizing a quantitative research design, this paper utilized surveys to obtain empirical data from media professionals, content creators, and digital strategists regarding AI uptake and impact, efficacy in usage, and identified challenges in implementing AI enabled solutions can have on staging media workflows. Frequency, efficiency, and quality improvement is considered with the aid of statistical analysis regarding their component usage in their media work. Overall findings highlighted newly identified frequency and/or new trends indicating that AI enabled media tasks are increasing productivity, aiding personalized audience engagement, and automating repeatable editorial work, but that ethical and skill barriers remain persistent challenges. The study concludes that ChatGPT, Deepseek, and Grok provide different distinct advantages aimed at assisting in involvement of automated linguistic generation, tool prediction and analysis, and application for real life engagements with AI, whilst also requiring technological and upskilling practices, as well as a governance framework for media. Recommendations provided for media organizations to responsibly and sustainably take into account use of AI and also clearly outline how to consider workforce acclimatization and ethical practice in their cognitive work.