Generative AI in Chinese Media Industry: A Multi-level Comparison of Organizational Strategies and Practical Explorations

The rapid development of artificial intelligence (AI) in recent years has garnered significant attention and scrutiny from the global media industry. A pressing concern is how to effectively integrate AI technologies into daily operational workflows while aligning them with mainstream values. This study undertakes a qualitative examination of AI-generated content (AIGC) in the Chinese context, with a focus on practical applications by Chinese media organizations. We investigated the organizational strategies and explorations of media organizations at three levels (i.e., national, provincial, and city) across different regions of Mainland China, ranging from developed to developing provinces/municipality. Our analysis compared the policy environments, financial and technological resources, and operational advantages and disadvantages of these organizations, highlighting key bottlenecks. Through case studies, several factors are particularly observed and critically reflected upon, including the scope of AI-human collaboration, the balance between personalized creation and value orientation, the role of digital platforms, and trust in AI models. This research offers critical reflections and implications for future development, underscoring the importance of understanding these dynamics under the current geopolitical tension between US and China, where media plays a crucial role in shaping public narratives and perceptions. By shedding light on the implications to China's media landscape, this study contributes to a broader understanding of the global media industry’s evolving dynamics.