By Atiku Taiwo Rebecca/300level Mass Communication UNILAG 

What Does AI Actually Do in Media Today?

Introduction

Many students hear the term Artificial Intelligence (AI) and immediately imagine robots writing movie scripts or computers presenting the news. That sounds like something from a science-fiction film. The reality is much simpler and much more practical.

AI is already part of many media tools we use every day. Instead of replacing humans, it mostly works behind the scenes, helping media professionals work faster and smarter. To understand AI properly, we need to look beyond the hype and focus on what it actually does.

AI as a Helpful Assistant

AI refers to computer programs that learn patterns from data and use those patterns to help make decisions or suggestions. In media, AI often acts like an invisible assistant. It handles repetitive or time-consuming tasks so creators can focus more on storytelling and creativity.

Take video editing as an example. In the past, editors had to watch hours of footage just to find one specific moment. Today, editing software like Adobe Premiere or DaVinci Resolve includes AI tools that can analyze audio. An editor can type a keyword, and the software jumps directly to where that word was spoken. The AI does not replace the editor it simply saves time.

AI and Personalized Content

One of the most common uses of AI in media is recommendation systems. Streaming platforms like Netflix and music apps like Spotify analyze what users watch or listen to. If you watch several nature documentaries, the platform learns your interests and suggests similar content.

For Mass Communication students, this is important. Audiences are no longer receiving the same content at the same time. Instead, many people see personalized feeds created by algorithms. The AI is not thinking like a human; it simply matches patterns in data to predict what you might enjoy.

AI in Transcription and Accessibility

Another area where AI is very useful is transcription. Journalists and researchers used to spend hours typing interviews manually. Today, AI tools can convert speech into text within seconds.

These tools are not perfect. They may misunderstand accents or misspell names, which is why human review is still necessary. However, AI reduces the workload significantly. This same technology also powers automatic captions on social media videos, making content more accessible for people who are deaf or hard of hearing.

Conclusion

AI in media today is not a replacement for human creativity. Instead, it is a collection of tools that support media professionals. It helps editors find clips faster, helps platforms recommend content, and helps journalists process interviews quickly.

When we remove the fear and confusion, AI becomes easier to understand. It is simply the latest evolution of media tools similar to the shift from typewriters to computers. The technology changes, but skilled human creativity remains at the center.