| Summary: | A new stage in the post-truth era is foreshadowed, an expected but also controversial moment that arouses interest and concern alike - the emergence and global spread of artificial intelligence. In the big data society, artificial intelligence can be a vital aid, a tool that must be controlled. It must not control us. It is a tool that threatens the existence of many "traditional" professions and journalism is one of these, hence the ethical concerns regarding the content created by AI and distributed by the media, a content with high potential for manipulation, starting from lack of accuracy to deep-fake, with all their implications. We will analyze what the informational environment looks like at this time, what are the current challenges, but also the threats to the media market in this context.
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