Current Technologies and Artificial Intelligence in Digital Media with a Focus on the Impact of Large Language Models
Authors :Melih TAKYACI, Bertuğ TAŞ, Niyazi Cenk GENEK, Muhammet DAMAR
Pages :46-68
Abstract :In recent years, the digital media sector has undergone a major transformation driven by technological advancements. This transformation has impacted not only communication methods but also the production and processes of content for digital media. The evolution of digital media is shifting from traditional media to social media and content platforms. This transformation has become more rapid and cyclical, particularly thanks to advancements in data analytics, automation, and artificial intelligence technologies. Content can now be dynamically personalized, rather than presented to large audiences in a fixed format. This has led to a media approach where user experience is central. This article evaluates current technologies used in the digital media sector and how artificial intelligence, particularly large language models, are transforming the digital media sector and their impact on the field. AI-powered tools, particularly in conjunction with recent advances in generative AI, have had a profound impact on content creation, personalized advertising, audience engagement, content recommendation systems, and media analytics. Furthermore, thanks to the many benefits offered by generative AI, thanks to large language models, manual content production activities (e.g., converting and processing video or audio recordings, summarizing them, and classifying the content of digital media products) can now be automated. Furthermore, large language models reduce the workload of media professionals in processes such as language processing, text analysis, news production, and social media management, increasing efficiency. The success of these models in interpreting and reproducing natural language allows for faster and more consistent media content creation. For example, models like ChatGPT and Writesonic can generate semantic and consistent text within minutes, depending on the type, language, and subject matter of the desired content. Visual media content, which used to be produced at high cost with visual media production tools like Bing Image Creator and Adobe Firefly, can now be produced in minutes with generative AI. However, the challenges brought about by this transformation, such as ethics, security, and content accuracy, must also be considered. Risks such as the auditability of AI-based systems, misinformation, and the production of fake content pose a critical threat to the reliability of digital media. The article provides insights into the future of AI in digital media and offers strategic recommendations for industry professionals. These recommendations encompass not only the use of technological advancements but also considerations for creating a sustainable media ecosystem based on ethical principles.Keywords :Digital media, Artificial intelligence, Generative artificial intelligence, Large language models, Media industry, Digital transformation