News Media (R)evolution in Poland 2016–2025

New Mainstream of (Big) AI Ecosystems

DOI: https://doi.org/10.35765/pk.2026.5403.06

Abstract

The highly competitive media environment in Poland is characterized by an evolution from so-called traditional broadcast media and social media toward the mainstream of AI ecosystems (within “AI media”), dominated by Big AI. In Poland, the shift in audience attention from broadcast media to broadly defined online media is accompanied by an erosion of the importance of social media and its fragmentation, as well as by integration driven by the largest AI ecosystems, which have recently been leveraging AI-generated summaries and other news-related functionalities. The loss of strategic autonomy within these ecosystems poses existential challenges for news media publishers, compounded by a crisis in their market relevance (defined by negative CAGR results), declining trust in news media and journalists, increasing news avoidance, and decreasing traffic to their websites and applications.

Author Biography

Jan Kreft, Gdańsk University of Technology

PhD, Head of the Department of Information Technology in Management, Gdansk University of Technology. Research interests: management of media and new technology organizations, theory and practice of manipulation and propaganda. A long-time journalist, correspondent in Europe, Asia, and Africa. Manager of media and new technology companies, advisor to leading Polish companies and member of supervisory boards.

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PK-54
Published
2026-09-30
How to Cite
[1]
Kreft, J. 2026. News Media (R)evolution in Poland 2016–2025: New Mainstream of (Big) AI Ecosystems. Perspectives on Culture. 54, 3 (Sep. 2026), 79-92. DOI:https://doi.org/10.35765/pk.2026.5403.06.
Issue
Vol. 54 No. 3 (2026): Contemporary Media Management: A Multidimensional Approach to Social, Political, and Technological Contexts
Section
Media management processes, business models and technological innovations

Copyright (c) 2026 Ignatianum University in Cracow

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Autor, zgłaszając swój artykuł, wyraża zgodę na korzystanie przez Wydawnictwo Uniwersystet Ignatianum z utworu na następujących polach eksploatacji:

  1. utrwalania utworu w formie papierowej, a także na nośniku cyfrowym lub magnetycznym;
  2. zwielokrotnienia utworu dowolną techniką, bez ograniczenia ilości wydań i liczby egzemplarzy;
  3. rozpowszechniania utworu i jego zwielokrotnionych egzemplarzy na jakimkolwiek nośniku, w tym wprowadzenia do obrotu, sprzedaży, użyczenia, najmu;
  4. wprowadzenia utworu do pamięci komputera;
  5. rozpowszechniania utworu w sieciach informatycznych, w tym w sieci Internet;
  6. publicznego wykonania, wystawienia, wyświetlenia, odtworzenia oraz nadawania i reemitowania, a także publicznego udostępniania utworu w taki sposób, aby każdy mógł mieć do niego dostęp w miejscu i czasie przez siebie wybranym. 

Wydawca zobowiązuje się szanować osobiste prawa autorskie do utworu.