General artificial intelligence and media content distribution in the European regulatory framework

Zarić Maja (Univerzitet umetnosti u Beogradu, Fakultet dramskih umetnosti), maja‐zaric@hotmail.com.

The development of generative artificial intelligence represents one of the most significant transformations of the contemporary media ecosystem, particularly in the field of media content distribution. While traditional distribution models were based on editorial selection and institutionally controlled channels of information dissemination, digital platforms, search engines, and algorithmic systems increasingly assume the role of key intermediaries in the public information process. In this context, generative artificial intelligence no longer functions solely as a technological tool for automation but also as an active actor in the generation, filtering, personalisation, and distribution of media content. This paper analyses the impact of the European regulatory framework on the management of media content distribution in the context of the development of generative artificial intelligence. Particular attention is devoted to the Digital Services Act (DSA), the European Media Freedom Act (EMFA), and the Artificial Intelligence Act (AI Act) as key regulatory instruments governing digital services, media freedom, and algorithmic systems within the European Union. The paper examines issues related to algorithmic transparency, systemic risks, editorial independence, and the labelling of AI generated content. The analysis demonstrates that generative artificial intelligence transforms media content distribution into a complex technological and regulatory system, thereby imposing new obligations on media management in the areas of algorithmic governance, ethical standards, and the protection of the public interest. At the same time, the European regulatory framework seeks to establish a balance between technological innovation and the preservation of democratic values within the digital public sphere.

Keywords: generative artificial intelligence, media content distribution, media management, digital platforms, Digital Services Act, European Media Freedom Act, Artificial Intelligence Act