--- title: "The Media Labor Market: The New AI Skills · AI Fault Line" url: https://aifaultline.com/research/p/doi-10-25205-1818-7919-2026-25-6-22-33/ description: "AI Fault Line is a neutral, evidence-cited field guide to why experts looking at the same developments disagree about AI's effect on productivity, jobs, inequality, regulation and the pace of change." --- [Research](https://aifaultline.com/research/) # The Media Labor Market: The New AI Skills K. L. Zuykina, Daria V. Sokolova · Vestnik NSU Series History and Philology · 24 Jun 2026 [Read original source](https://doi.org/10.25205/1818-7919-2026-25-6-22-33) Open access Where this sits in the debate - [Will AI destroy more jobs than it creates?](https://aifaultline.com/debate/jobs/) Direction of the finding as read from the abstract by an AI model ([AI-written](https://aifaultline.com/about/)). ## 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. Published 2026 (4 months ago) Citations 0 (OpenAlex) 0 citations recorded by OpenAlex — too few 2026 papers in this collection for a fair comparison. [Chart: published 2026] ## More on this topic Related by theme, not necessarily by method or conclusion. - [The Effects of Generative AI on High Skilled Work: Evidence from Three Field Experiments with Software Developers](https://aifaultline.com/research/p/doi-10-2139-ssrn-4945566/) SSRN · 2024 - [GPTs are GPTs: An Early Look at the Labor Market Impact Potential of Large Language Models](https://aifaultline.com/research/p/doi-10-48550-arxiv-2303-10130/) arXiv · 2023 - [Experimental evidence on the productivity effects of generative artificial intelligence](https://aifaultline.com/research/p/doi-10-1126-science-adh2586/) Science · 2023 - [The simple macroeconomics of AI](https://aifaultline.com/research/p/doi-10-1093-epolic-eiae042/) Economic Policy · 2024 Overview assembled automatically from collected metadata. [How this site is built](https://aifaultline.com/about/).