0,71 (0,09)

in the context of the digital transformation of the media industry, the study is devoted to developing strategies for integrating artificial intelligence (AI) into the broadcasting complexes' infrastructure. The aim of the work is to analyze technological trends, market dynamics, and consumer behavior to form a comprehensive approach to modernization. The methodology included expert interviews (n=25), a comparative analysis of 12 AI implementation cases (2018–2023), and econometric modeling of panel data from 40 companies. The results revealed a statistically significant impact of AI on key performance indicators: profitability (?=0.78; p<0.01), market share (?=0.71; p<0.01), and audience loyalty (?=0.68; p<0.05). The most common areas of AI application are content production automation (implemented in 78.5% of companies), interface personalization (64.2%), and network infrastructure optimization (52.8%). Successful cases demonstrate a dependency on cloud technologies (83.3%), microservice architecture (75%), and hybrid machine learning models (66.7%). A three-stage approach to modernization has been proposed, which includes the update of IT infrastructure, the development of digital competencies of personnel, and the reengineering of business processes. Special emphasis is placed on the complementarity of technological and organizational factors: an increase in employees’ digital skills by 1 point on the DSMA scale increases profitability by 1.15 percentage points (p<0.01). The study underlines the need for a balance between the implementation of AI, the adaptation of organizational culture, and the monetization of innovations. The results are of practical value for media companies that are developing digital transformation strategies. Promising directions for further work include assessing the long-term effects of AI, conducting a cross-cultural analysis of implementation models, and optimizing business architectures in the conditions of a turbulent media market.

artificial intelligence, broadcasting complexes, digital transformation, infrastructure modernization, media industry, market trends, consumer behavior