Российская модель использования ИИ в цифровых экосистемах медиакоммуникационной индустрии

Вестник Московского университета. Серия 10: Журналистика. 2025. № 5(50). С. 23–53.

Vartanov S., Tyshetskaya A.

Media has been at the forefront of digital transformation in recent years: not only have the methods of creating, selling, storing, and consuming media content and media services changed, but also the structure of the media communication industry (MCI) itself. Considering its new structure and subjectivity, one cannot help but pay attention to artificial intelligence (AI) technologies that manifest themselves in the areas of communication, content generation, and processing of big data created by users in media communications processes. AI as a set of relevant technologies and related social relations has become an important characteristic of media communications, influencing the interactions of the subjects actively existing in them. In this context, digital ecosystems (DES), which have become key actors structuring the MCI and the digital media environment, are of particular interest. It was AI technologies that played a decisive role in the transformation of media platforms into media DES; therefore, the current research issue to which this article is devoted is the analysis of their contribution to the AI transformation of the whole media communication industry. The conducted analysis of data on the functioning and genesis of AI technologies in the Russian MCI allowed us to identify two qualitatively different models of the use and development of AI technologies in it: an ecosystem model based on leadership and extensive market capture and a media model focused on optimization through AI solutions of internal processes.

Keywords: media communication, медиакоммуникация, digital ecosystem, цифровая экосистема, media platform, медиаплатформа, artificial intelligence in media, digital and social media, искусственный интеллект в медиа, цифровые и социальные медиа

Publication based on the results of: Исследование цифровых экосистем как новых субъектов медиакоммуникационной индустрии и элементов национальной медиасистемы (на основе разработки кейсов Яндекс и VK) (2025)