We live in a tumultuous world, and upheavals and surprises are certainly hitting the media industry as well. From fake news and deepfakes to AI-generated content and algorithm-driven media consumption.
What might initially look like complete chaos, filled with unpredictable competitors, could actually turn out to be the golden opportunity for the traditional media industry to reaffirm its relevance. When nothing can be taken for granted, we need particularly reliable media that have a tradition of working with press ethics, public enlightenment, nuance, responsibility, source criticism, and inclusivity. In other words, we have never needed trustworthy media more than we do now.
It is crucial for media professionals to understand the trends shaping both consumer behavior and the near future of the media industry. I have observed several trends that I believe the media sector should pay close attention to in 2025.
The Rise of AI-Generated Content
Artificial intelligence (AI) has become an essential tool in content production over the past few years. In 2025, we will see AI-generated news articles, podcasts, and videos reaching higher quality levels than ever before. AI-generated audio, in particular, will grow significantly. Articles, reports, and publications will be read aloud by AI voices. Media organizations will debate whether it is necessary to disclose when content is AI-generated. Major article series will be released as AI-hosted podcasts, where two AI presenters discuss the content of the articles. AI-generated content will contribute to more cost-effective production, but it will also spark discussions about authenticity and the journalist’s role in an increasingly automated media world. For the first time in history, human life and history are being documented primarily by machines rather than by humans themselves.
Hyper-Personalization of Users
Media outlets are increasingly leveraging user data to deliver hyper-personalized content. Algorithms design articles, advertisements, and recommendations tailored to individual needs and interests. While this might initially enhance user satisfaction, it also raises concerns about privacy and ethical boundaries regarding data usage. Issues such as content bubbles and polarization become more pronounced. The power of algorithms means that both media companies and advertisers must increasingly plan content based on algorithmic preferences rather than actual human input.
The Overabundance of Fake News
Despite technological advancements, fake news, disinformation, and misinformation remain some of the greatest threats to the media landscape. AI tools such as deepfakes and rapid text-generation models, when misused, make it increasingly difficult to distinguish between fact and fiction—or between human and machine-generated content. Media organizations will invest more heavily in verification systems and cross-industry collaborations to combat misinformation. We will see new labeling systems marking AI-generated content, but also a growing trend of explicitly labeling human-made content—signaling when something has been created without the use of AI.
Social Media’s Challenge to Free Discourse
Platforms like Facebook, TikTok, and X (formerly Twitter) pose a challenge to democratic public discourse. A shift toward reduced content moderation, combined with algorithms that favor extreme content, will further polarization, misinformation, and harsh rhetoric—especially on platforms like X and Facebook. Tech executives will increasingly take political stances and align themselves with those in power who benefit their businesses.
In 2025, media organizations should strengthen their own platforms as trusted sources of information. More media outlets will opt out of social media for ethical reasons. Public service media has never been more important.
The Battle Over Business Models
Traditional media business models are under pressure. Advertisers are shifting to digital platforms, while subscription models are struggling to fully compensate for lost revenue. New hybrid models—combining ads, donations, events, product development, and microtransactions—are emerging, but the golden age of traditional media is behind us. We must redefine what it means to build a sustainable media business.
Who Will Survive? Niche Media, Human-Centric Approaches, and Adaptability
Niche media outlets that focus on specialized and relevant content for narrow target groups have strong prospects in an otherwise chaotic media landscape. The overwhelming presence of AI-generated, generic content will also create a demand for authentic, human-made content.
It will become crucial to find innovative and unconventional employees who can counterbalance algorithmic calculations and AI-generated statistical answers. AI will be used for research and short informational articles, but larger feature pieces will be crafted by humans, where the human “pen” and analytical depth serve as a hallmark of quality.
Recruitment processes, job interviews, and the perception of essential skills in future media careers will need to be re-evaluated. There will be a greater focus on neurodiverse talent and how their unique skills can contribute to a media industry increasingly shaped by technology. Special training programs will emerge to strengthen employees’ human competencies and integrate them meaningfully into a tech-driven workflow.
The article was first posted on elektronista.dk
