How is Generative AI reshaping media and creative industries? The relationship between Generative AI and media ecosystems was at the heart of the research presented by Juan Miguel Aguado, María del Mar Grandío and Inmaculada J. Martínez at the 11th European Communication Conference.
Held in Brno, Czech Republic, from 8 to 11 September 2026, ECC 2026 brought together more than 1,200 delegates to explore the futures of communication and culture.
The paper, titled Generative Artificial Intelligence and Media Ecosystems: Disruption, Value Reconfiguration, and Creative Agency in the Digital Economy, analyses the impact of Generative AI across seven media ecosystems:
The research explores how Generative AI is disrupting these different areas, reconfiguring the way value is created and affecting creative agency within the digital economy.
The paper is part of the AI-SECRETT project and introduces the project’s mission and vision to the European communication research community.
It also connects the University of Murcia team’s research with AI-SECRETT’s State of the Art report for the cultural and creative sector, focusing on the different ways Generative AI is affecting the media ecosystem.
Alongside this analysis, the paper puts forward research-based policy recommendations for the governance of Generative AI in media and creative industries.
The presentation at ECC 2026 offered an opportunity to share this work with an international audience of researchers and scholars working across communication, media and the cultural and creative industries.
Discover more about ECC 2026 here.
