A study by Pressfeed, conducted among 224 media professionals in August-September 2026, reveals that 95% of industry specialists now use AI in their work, compared to 65% in 2024. Nearly 60% of respondents utilize these tools on a daily basis.
Data analysis and information retrieval have become the primary use cases for AI in media, cited by 69% of users in 2026 versus 38% in 2024. This task has surpassed text generation, which is now utilized by 60% of professionals.
ChatGPT remains the most popular tool, used by 74% of respondents, followed by DeepSeek (51%), Claude (32%), and Gemini (30%). The Russian Alice AI model from Yandex is used by 32% of participants.
While 86% of professionals highlight increased workflow speed as a key benefit, 70% identify insufficient accuracy and reliability of AI-generated information as the main drawback. Additionally, 48% report that AI content requires significant manual editing.
Looking ahead, 70% of respondents believe AI skills will become a competitive advantage, and 65% anticipate the emergence of new AI-related professions. Despite concerns, 91% of those surveyed agree that the benefits of AI outweigh the risks.
