The Strategic Significance of AI: Value Creation, Appropriation, and Durable Moats in the Media Industry

Zvezdan Vukanović ()
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Zvezdan Vukanović: Columbia University, CITI - Columbia Institute of Tele-Information

Chapter 3 in AI and the Recentralization of the Global Media Economy, 2026, pp 37-42 from Springer

Abstract: Abstract Positioning AI as the media industry’s strategic core, this chapter explains how algorithmic systems expand value creation and enable value appropriation through durable, defensible moats. It maps an AI-oriented reconfiguration of the content pipeline, showing how generators and semantic editing tools compress production cycles, raise editorial throughput, and standardize tone and coherence at scale. On the demand side, recommendation engines translate behavioral telemetry into hyper-personalized interfaces that increase attention, reduce churn, and strengthen platform lock-in, while sentiment-adaptive advertising aligns commercial insertion with narrative affect to protect reputational capital. The chapter then examines AI-enabled globalization, including neural translation, dubbing, and voice synthesis, as mechanisms of linguistic democratization that broaden reach without sacrificing cultural fidelity, alongside adaptive accessibility engineering for neurodivergent and disabled audiences. Because the same capabilities heighten informational vulnerability, the analysis foregrounds verification infrastructures, including real-time fact-checking, deepfake forensics, and conversational semantic search that deepens archive interactivity. Finally, it argues that competitive advantage is conditional on governance: explainability, labeling, consent, and human oversight are treated as strategic complements that preserve legitimacy and trust. Taken together, AI emerges as both a creative accelerator and an institutional mediator of public knowledge, reconfiguring media economics, culture, and accountability and outlining pathways for responsible, human-centric innovation.

Keywords: Semantic editing; Adaptive interfaces; Sentiment-adaptive advertising; Deepfake forensics; AI governance (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-28082-4_3

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