Survey shows high artificial intelligence adoption rates, with 85.2% of respondents using tools such as ChatGPT and 53.5% using Google’s Gemini
A new report on artificial intelligence (AI) in the media and communications industry found rapid adoption of the technology, highlighting both significant efficiency gains and growing concerns over ethics, security and workforce transformation.
The study, prepared jointly by the Istanbul Chamber of Commerce and Istanbul Commerce University, examines how AI is reshaping the sector, from content production to distribution, advertising and data analysis. The findings were presented at a launch event held at the university’s Ahî Çelebi Campus in Eminönü, attended by industry representatives, academics and officials.
Speaking at the event, Istanbul Chamber of Commerce Board Member Münir Üstün said AI is fundamentally transforming the media ecosystem, affecting all stages of production and delivery. He added that the report fills an important gap and provides guidance for industry professionals and decision-makers.
Survey conducted with 163 sector employees and 23 senior professionals
Emel Rima Erdemir Gürgen, Head of the Chamber’s Information, Communication and Media Committee, said the research was conducted with input from sector stakeholders and underscored the importance of maintaining ethical standards as AI adoption accelerates. She noted that most employees are already actively using AI tools and must continue developing new skills to keep pace with the transformation.
The report was coordinated by the university’s Technology Transfer Office and authored by an academic team from its Faculty of Communication. It uses a mixed-method approach, combining a survey of 163 sector employees with in-depth interviews conducted with 23 senior professionals.
Findings show that AI is most widely used in content creation, data analysis, reporting and social media management. A large majority of participants said AI tools have become an integral part of daily workflows, although many organizations have yet to establish clear strategies for AI investment.
While respondents cited increased efficiency, speed and cost advantages as key benefits, they also raised concerns about workforce disruption, data security risks, ethical violations and loss of human control. Many warned that AI could reduce human influence in production processes and create uncertainty in employment structures.
The report also points to the emergence of new roles and hybrid skill sets, emphasizing the growing importance of technical competencies, data literacy and the ability to effectively use AI tools. Skills such as prompt writing and managing AI-assisted production processes are expected to become increasingly critical.
Survey shows high adoption rates, with 85.2% of respondents using tools such as ChatGPT and 53.5% using Google’s Gemini. Content creation ranked as the most common use case at 69.9%.
Despite concerns, optimism remains strong. About 62% of participants said they expect AI to have a positive impact on the sector over the next five years. However, 58.3% said they will need to acquire new skills to remain competitive.
Confusion in investment decisions
Investment intentions are also mixed. While 42.9% of respondents said they plan to invest in AI technologies within the next 12 months, 40.5% remain undecided and 16.6% said they do not plan to invest.
Perceived risks are led by concerns over declining creativity or productivity, cited by 62% of respondents. This is followed by data security risks at 51.5% and the exclusion of human input from processes at 37.4%. Copyright issues and algorithmic bias were also identified as significant concerns.
On the opportunity side, participants highlighted productivity gains (54.6%) and cost reductions (51.5%) as the most significant benefits. Other advantages include support for creative processes, faster audience reach and improved data-driven decision-making.
Industry leaders interviewed as part of the study described AI not as a temporary trend but as a long-term structural transformation. They stressed that AI has evolved into a governance issue, requiring clear legal and ethical frameworks amid regulatory uncertainty.
The report concludes that while AI presents powerful opportunities for the media and communications sector, its successful integration will depend on balanced strategies that prioritize education, ethical standards and long-term planning.
