Authors:
M. Abraham Richard, Arun Gourav Ram

Addresses:
Department of Visual Communication, Bharath Institute of Higher Education and Research, Chennai, Tamil Nadu, India.

Abstract:

The paper explains how the adoption of Artificial Intelligence Large Language Models will change the jobs of digital-native media workers in the metropolitan setting of Chennai. Chennai, as the digital media capital of South India, makes a special case study, as traditional values of journalism clash with the rapid pace of technological adoption. The study uses a robust dataset comprising 452 specific instances of professional interactions, workflow, records, and self-reported performance measures from digital newsrooms and content agencies. The research measures changes in content velocity, editorial accuracy, and professional identity using specialised analytical tools, including quality coding software and frequency distribution systems. The findings indicate that, although these models can significantly enhance the speed at which information is handled and multilingual translation is carried out, they pose enormous challenges regarding the homogeneity of style and the loss of local cultural nuances in reporting. The paper provides a comprehensive account of how practitioners can manage the conflict between the efficiency automation brings and the high levels of trust regional digital journalism requires.

Keywords: Large Language Models; Digital Media; Artificial Intelligence; Technological Adoption; Digital Newsrooms; Content Agencies; Content Velocity; Editorial Accuracy; Analytical Tools.

Received on: 25/03/2025, Revised on: 28/06/2025, Accepted on: 07/09/2025, Published on: 03/06/2026

DOI: 10.69888/FTSSSL.2026.000659

FMDB Transactions on Sustainable Social Sciences Letters , 2026 Vol. 4 No. 2, Pages: 52-62

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