The digital transformation driven by advances in Artificial Intelligence (AI) technology has reshaped the media industry landscape in Indonesia. Although many media companies have adopted AI to enhance content efficiency and relevance, challenges in integrating this technology remain a significant issue. This research aims to explore the impact of AI implementation on the production, distribution, and consumption of media content in Indonesia, while also identifying the challenges and opportunities the industry faces. The methodology employed in this study is a case study approach, involving an analysis of several prominent media platforms in Indonesia, such as Kompas.com and Detik.com. Data were collected through interviews with industry practitioners and content analysis of published materials. The findings indicate that AI implementation has improved content personalization and operational efficiency but has also raised concerns about user privacy and the social implications of automation. The conclusions of this study underscore the importance of developing balanced strategies to harness AI's potential while addressing emerging ethical and social challenges. This research provides practical recommendations for stakeholders in the media industry to effectively and sustainably integrate AI into their operations.
