AI in media and publishing: which tasks to automate first
Updated
Across the 1.1 million US jobs in media and publishing, the work scores 51 of 100 for AI exposure, weighted by how many people do each job. AI can take on about 811 hours a year per full-time person, 41% of a working year. The task that frees the most hours across the industry is to prepare reports or correspondence concerning project specifications, about 114 hours a year for each person who does it.
- AI exposure, weighted by employment
- 51 out of 100 High exposure
- Hours AI can take on
- 811 hours a year per full-time person
- Task time AI can do today
- 18% AI speeds up another 60%
Tasks to automate first
The 15 tasks where AI can take on the most hours across media and publishing: how exposed each task is, how much of the job it takes and how many people do that job. Hours are per person in the role that does the task. How we score each task.
| Task and who does it | AI exposure |
|---|---|
| Prepare reports or correspondence concerning project specifications, activities, or status. Status reports and specification write-ups are routine writing AI handles well. Done by software developers. | 78% AI can do it 114 hours a year for each person in the role |
| Develop or direct software system testing or validation procedures, programming, or documentation. AI drafts test cases, validation scripts and docs; engineer directs and approves. Done by software developers. | 65% AI helps 101 hours a year for each person in the role |
| Store, retrieve, and manipulate data for analysis of system capabilities and requirements. Querying, transforming and retrieving data is routine digital work AI scripts handle. Done by software developers, software testers, computer hardware engineers. | 68% AI can do it 97 hours a year for each person in the role |
| Modify existing software to correct errors, adapt it to new hardware, or upgrade interfaces and improve performance. Coding assistants draft most fixes; developer still verifies hardware and integration. Done by software developers. | 65% AI helps 97 hours a year for each person in the role |
| Read copy or proof to detect and correct errors in spelling, punctuation, and syntax. AI catches spelling, punctuation and syntax errors reliably; person spot checks. Done by editors. | 90% AI can do it 120 hours a year for each person in the role |
| Analyze information to determine, recommend, and plan installation of a new system or modification of an existing system. AI can analyze requirements and draft installation plans; humans decide on changes. Done by software developers. | 50% AI helps 72 hours a year for each person in the role |
| Research production topics using the internet, video archives, and other informational sources. AI search and summarization speed up research substantially. Done by music producers. | 70% AI can do it 63 hours a year for each person in the role |
| Design, develop and modify software systems, using scientific analysis and mathematical models to predict and measure outcomes and consequences of design. AI speeds coding and simulation; engineers still take responsibility for design and outcome predictions. Done by software developers. | 45% AI helps 64 hours a year for each person in the role |
| Prepare, rewrite and edit copy to improve readability, or supervise others who do this work. AI rewrites copy for clarity and readability well; quick review needed. Done by editors. | 75% AI can do it 95 hours a year for each person in the role |
| Prepare reports of findings, illustrating data graphically and translating complex findings into written text. AI drafts reports and charts from data; analyst checks findings and narrative. Done by digital marketers. | 70% AI can do it 124 hours a year for each person in the role |
| Analyze user needs and software requirements to determine feasibility of design within time and cost constraints. AI can draft feasibility estimates, but stakeholders and tradeoffs need human judgement. Done by software developers. | 35% AI helps 57 hours a year for each person in the role |
| Write text, such as stories, articles, editorials, or newsletters. AI drafts articles and newsletters well; editors review and polish. Done by editors. | 70% AI can do it 85 hours a year for each person in the role |
| Determine system performance standards. AI can suggest benchmarks and metrics, but choosing standards needs expert judgement. Done by software developers. | 40% AI helps 56 hours a year for each person in the role |
| Maintain customer records using automated systems. CRM record keeping is routine data entry for automated systems. Done by sales representatives of services. | 82% AI can do it 109 hours a year for each person in the role |
| Compile scripts, program notes, and other material related to productions. AI compiles and formats scripts and notes with little review. Done by music producers. | 65% AI can do it 52 hours a year for each person in the role |
What stays with people
22% of the task time across these roles needs a person, and the output of the rest still needs someone to check it. The tasks below take the most of that time.
- 18% AI can do it
- 60% AI helps
- 22% Needs a person
- Direct live broadcasts, films and recordings, or non-broadcast programming for public entertainment or education. Music producers, 12% exposed
- Supervise and coordinate the work of camera, lighting, design, and sound crew members. Music producers, 12% exposed
- Greet patrons attending entertainment events. Ushers, 5% exposed
- Sell or collect admission tickets, passes, or facility memberships from patrons at entertainment events. Ushers, 15% exposed
- Resolve personnel problems that arise during the production process by acting as liaisons between dissenting parties when necessary. Music producers, 8% exposed
Adoption path
Start with the tasks where AI helps a person, then automate the routine ones, then give whole workflows to agents with a person approving the output.
Teams in this industry
The business functions in media and publishing, by share of the workforce, with each one's exposure.
Roles in media and publishing
The 20 largest roles, each linked to its task-by-task score. Shares come from the BLS industry staffing estimates, May 2025. Of the roles with at least 2% of the jobs, sales representatives of services score highest at 66, ushers lowest at 24.
- Music producers, 7.7% of the workforce, score 45 out of 100
- Software developers, 7.2% of the workforce, score 59 out of 100
- Ushers, 4.8% of the workforce, score 24 out of 100
- Editors, 4.7% of the workforce, score 59 out of 100
- General managers, 3.9% of the workforce, score 44 out of 100
- Sales representatives of services, 3.6% of the workforce, score 66 out of 100
- Digital marketers, 3.5% of the workforce, score 62 out of 100
- Journalists, 3.3% of the workforce, score 55 out of 100
- Advertising sales agents, 3.3% of the workforce, score 61 out of 100
- Actors, 1.8% of the workforce, score 29 out of 100
- Customer service representatives, 1.7% of the workforce, score 74 out of 100
- Marketing managers, 1.6% of the workforce, score 55 out of 100
- Radio presenters, 1.6% of the workforce, score 56 out of 100
- Video editors, 1.6% of the workforce, score 49 out of 100
- Broadcast technicians, 1.5% of the workforce, score 47 out of 100
- IT managers, 1.5% of the workforce, score 50 out of 100
- Secretaries, 1.4% of the workforce, score 66 out of 100
- Office clerks, 1.3% of the workforce, score 60 out of 100
- Sales managers, 1.3% of the workforce, score 45 out of 100
- Graphic designers, 1.3% of the workforce, score 61 out of 100
Questions about AI in media and publishing
Which tasks should a media company automate first?
The first task to automate is to prepare reports or correspondence concerning project specifications (78% exposed). Next come the tasks to develop or direct software system testing or validation procedures (65%) and to store, retrieve, and manipulate data for analysis of system capabilities and requirements (68%). Together they free the most hours across the industry.
How many hours can AI save a media company?
About 811 hours a year per full-time person, 41% of a 2,000-hour working year. For a team of 10 that is about 8,110 hours, the time of 4.1 full-time people. The figure is the share of task time AI can remove today, weighted by how many people do each job.
Which roles in a media company are most exposed to AI?
Of the roles with at least 2% of the jobs, sales representatives of services score highest, at 66 of 100, and ushers lowest, at 24. Each role's page lists its tasks one by one.
Will AI replace jobs in media and publishing?
AI can do 18% of the task time across these roles today. Another 60% gets faster with AI while a person stays in charge. 22% needs a person. One task that stays with people is to direct live broadcasts.
Where should a media company start with AI?
With the quick wins: approved assistants for the tasks AI helps with, under a written AI policy. Then automate the 9 tasks on this page AI can do end to end. An AI audit maps the tasks in your team and ranks them the same way this page does.
Next steps
Find the tasks to automate first in your team
We map the tasks in your business, score each one the way this page does and build the automations that pay back first.