Nina Zwingmann

Digital management and new media , Ludwig-Maximilians-University Munich

Brief description of the doctoral project

Since the introduction of ChatGPT in 2022, the topic of generative artificial intelligence (AI) has been at the centre of many discussions. This technological advance is having a profound impact on the media industry by changing the fundamental way in which content is produced, distributed and consumed. The new technology challenges media companies as socially relevant economic actors to scrutinise and adapt their role and activities in order to survive in a changing competitive environment. The central questions of my research project are (1) how generative AI is changing the media industry, (2) how media companies are adapting to these changes and (3) what economic and ethical challenges arise in the process. The aim is both to contribute to the academic debate and to develop practical implications for companies.