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ComAI Lecture with Prof. Dr. Andrea Guzman: “Collective consequences of AI across media industries”

On November 4, 2025, Prof. Dr. Andrea L. Guzman (Northern Illinois University), visiting scholar at the ZeMKI, held a lecture at the Bremer Presse-Club as part of the ComAI Lectures series. In her talk, “Collective consequences of AI across media industries,” she traced the evolution of research in Human-Machine Communication (HMC) and discussed the challenges and opportunities emerging from the increasing integration of generative AI into media work.

Starting from the observation that AI technologies are taking on increasingly important and diverse roles in journalism, marketing, advertising, and the entertainment industry, Guzman argued for a cross-industry perspective on these developments. Her proposed research agenda for communicative AI is structured around three key aspects:

• Functional Dimensions, addressing the roles and functions of AI within communication processes,
• Relational Dynamics, focusing on the evolving relationships between humans and AI, and
• Metaphysical Implications, exploring questions of intentionality, authorship, ethics, and responsibility.

Guzman emphasized that a deeper understanding of these aspects is essential for grasping the collective consequences of AI for media work and communication—across industries and professions.

The lecture offered an inspiring insight into the theoretical advancement of the field and directly connected to the ComAI research group’s central interest in the automation of societal communication.