https://doi.org/10.21697/kmt.2026.66.03
The contemporary discourse on human-machine relations has crossed the threshold of theoretical considerations, entering a phase of dynamic market verification. The currently observed digital transformation, driven by the rapid development of Generative Artificial Intelligence (GenAI), is not only redefining the structure of the global labor market but is particularly striking at the foundations of communication processes and journalism. This article attempts a multidimensional analysis of this phenomenon by juxtaposing macroeconomic forecasts with the microeconomic reality of modern newsrooms.
The aim of this work is to examine the impact of automation on employment stability and the quality of creative processes. Methodologically, the study employs a comparative analysis of the World Economic Forum's "The Future of Jobs" reports from 2020 and 2025, verifying the accuracy of earlier predictions against the reality of 2025. This analysis is complemented by a case study method covering the AI implementation strategies of leading global media entities (including Reuters, BBC, and RASP).
Based on the collected research material, the following main thesis was formulated: The rapid automation of cognitive and creative processes does not lead to the linear displacement of the human factor from the labor market, but rather forces a transformation towards a hybrid "Human-in-the-Loop" model. In this model, artificial intelligence assumes the role of an agentic infrastructure (Agentic AI), while human capital migrates towards supervisory, verification, and ethical functions, becoming the guarantor of credibility in the era of disinformation.
The analysis conducted in this study allows for the unequivocal support of the thesis posited in the introduction. The evolution of the labor market and the media sector is not heading towards the total elimination of the human factor, but towards a radical redefinition of professional roles within a human-algorithm symbiosis.
Conclusion No. 1: Verification of technological pessimism: A comparison of 2020 forecasts with data from the Future of Jobs 2025 report demonstrated that the scenario of mass technological unemployment was erroneous. The net balance of jobs remains positive (+78 million by 2030); however, the pace of qualitative changes was underestimated. The emergence of GenAI has, for the first time, threatened creative and clerical professions, not just manual ones, necessitating mass reskilling (and sometimes complete professional retraining) for employees.
Conclusion No. 2: Polarization of media models: The case study research revealed a diversification of adaptive strategies regarding AI implementation in journalistic newsrooms. A distinct division has emerged between "data wholesalers" and commercial entities using AI for cost and reach optimization (SEO, automation of simple content), and "quality guardians" for whom AI is a tool supporting verification (fact-checking) rather than replacing the journalist.
Conclusion No. 3: Transition to "Agentic AI": The year 2025 marks a turning point from passive support tools to autonomous AI agents capable of independently monitoring the environment and versioning content. This phenomenon creates new threats, including the risk of model hallucinations and the erosion of social trust (the OFF Radio Kraków case).
Conclusion No. 4: The "Human-in-the-Loop" Imperative: In the face of the increasing autonomy of AI systems and legal-ethical threats (AI Act regulations, copyright laws), the key resource is becoming not so much the ability to create content, but the ability to verify and authorize it.
Download files
Citation rules
Cited by / Share
Licence
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Język Polski
English