Abstract:

Generative artificial intelligence (AI) is a rapidly advancing field that enables the automated production of high-quality textual, graphic, sound and audiovisual content. This technology has significant implications for journalism, advertising and entertainment, as well as ethical, legal and social issues. This paper examines the possibilities, limitations and risks of generative AI for content production in the media. It analyzes large language models oriented to automated writing, generative adversarial networks oriented to image and short video synthesis, and deepfake technology for video manipulation and voice cloning. The implications of these technologies for intellectual property, information veracity, personal identity and human creativity are discussed. It is concluded that generative AI is a powerful and innovative tool for media content creation, but that it also requires careful and ethical use by both content producers and consumers.

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