The role of artificial intelligence in media content creation

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Pregledni rad: https://doi.org/10.46917/st.14.1.3

Digitization and the development of artificial intelligence tools have revolutionized numerous spheres, particularly in communication. While media content was previously exclusively created by individuals, today there are various linguistic, visual, voice, and video tools that effortlessly generate content ready for distribution and consumption. AI, as such, is already significantly transforming media and communication, and with the advancement of technology, further changes in media content creation will arise. Although the topic of artificial intelligence is increasingly the focus of scientific research, there is a lack of literature in Croatian that summarizes the main aspects of the role of artificial intelligence in media content creation. This paper, therefore, provides an overview of the field and offers perspectives for future implementation of artificial intelligence in the context of content creation and communication on social media.

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