THE ISSUE OF DEMAND FOR AI COMPETENCIES IN THE MEDIA SPHERE

Abstract

Artificial intelligence is rapidly transforming journalism in the digital age and the broader field of media communications. These transformations must be considered when training future professionals. Journalism faculty should be aware of the skills in demand within media organizations. To this end, this article analyzes the media job market on the popular job search platform, HeadHunter. All mass media job postings suitable for journalists, published between July 2nd and 5th, 2025 (a total of 314), were collected and analyzed to determine the necessity of skills related to working with neural networks. For comparison, journalistic positions in other (non-media) companies were identified and examined. This pilot study reveals that, currently, a limited number of potential employers require these skills from prospective journalist candidates (4% in media outlets and 6% overall, regardless of industry). However, as this and other research by the author demonstrate, this indicator is merely at its nascent stage and will inevitably grow. The article compiles popular neural networks and their applications in media-related tasks - a topic that should also be integrated into student curricula. Conclusions are drawn regarding the specific media activities that already require the integration of artificial intelligence and how possessing such skills impacts the income level of media professionals. Interestingly, working with neural networks does not diminish the demand for creativity in the mass media field and even intensifies the level of creative approaches.

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