The Media Labor Market: The New AI Skills
K. L. Zuykina, Daria V. Sokolova · Vestnik NSU Series History and Philology · 24 Jun 2026
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Abstract
In an analysis of over 200 media industry job vacancies referencing artificial intelligence (AI) skills, we identified key evolutions in employer requirements for candidates between 2023 and 2025. Our findings indicate that proficiency in AI has transitioned from a supplementary skill to a fundamental competency essential for media professionals. Employers now prioritize candidates who possess not only foundational knowledge of AI functionalities and an active interest in the technology but also practical experience with primary tools used for content creation and management. The demand for such roles is predominantly for full-time employment, with the scope of positions requiring AI competence expanding significantly. By 2025, roles encompassing AI expertise include copywriter, social media manager, public relations specialist, and designer, whereas in 2023, these roles were confined to editors and journalists. The repertoire of available positions is also being augmented to include roles such as AI translator, AI editor, AI designer, AI content manager, and AI trainer. Consequently, media professionals are expected to acquire familiarity with these emerging tools and demonstrate capabilities in content creation, editing, fact-checking, and generation. Additionally, proficiency in data analysis and creative ideation are increasingly requisite.
About this publication
Academic journal. Published in an academic journal — typically peer-reviewed before publication, though indexing alone doesn't guarantee review depth.
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- 2026 (4 months ago)
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