Exploring the Innovative Pathways of "Big Data + AI" as New Quality Productive Forces in Media Communication: A Case Study of Xinhua News Agency's "Media Brain" AI Platform

Gu Chenrui¹, Liu Danyang², Li Xia³, Wang Boning¹*

¹ School of Drama, Yunnan Arts University, Kunming, Yunnan 650504, China
² School of Foreign Languages, Guangxi Normal University, Guilin, Guangxi 541006, China
* Corresponding author

Abstract

Objective: This paper explores the innovative pathways of "Big Data + AI" as a new quality productive force in media communication and analyzes its applications in the journalism industry.
Method: Taking Xinhua News Agency's "Media Brain" AI platform as a case study, this research examines its innovative practices and applications in news production, content distribution, and communication models.
Result: "Media Brain" has demonstrated the powerful enabling effects of AI and big data technologies in news production and dissemination.
Conclusion: The application of AI and big data technologies is reshaping the new landscape of news communication and driving innovative development in the journalism industry.

Keywords: artificial intelligence; big data; Media Brain; news production; intelligent transformation

CLC number: G201
Document code: A
Article ID: 1671-0134(2025)02-136-05
DOI: 10.19483/j.cnki.11-4653/n.2025.02.027
Citation format: Gu Chenrui, Liu Danyang, Li Xia, Wang Boning. Exploring the Innovative Pathways of "Big Data + AI" as New Quality Productive Forces in Media Communication: A Case Study of Xinhua News Agency's "Media Brain" AI Platform [J]. China Media Technology, 2025, 32(2):

Introduction

As technology continues to advance, AI has gradually emerged as a new quality productive force in the media industry. It not only enhances the efficiency of news production but also enables intelligence and automation across the entire process of news gathering, editing, and distribution, thereby promoting deep integration and innovative development in media communication. "It is precisely under the grand trend of continuous technological innovation and media transformation that media organizations have placed AI technology in a pivotal position in their media innovation strategies" [1]. In recent years, Xinhua News Agency has actively explored the application of AI technology in the media sector, launching China's first media AI platform, "Media Brain," which has achieved full-process intelligent operation in news production, distribution, and monitoring, significantly improving the efficiency and accuracy of news reporting. The successful application of "Media Brain" marks the deep integration and innovation of big data and AI technologies in media communication, offering new pathways and directions for the convergence development of traditional and emerging media.

1. Integration and Development of AI and Big Data in the News Industry

"Artificial intelligence and big data technologies, with their powerful data processing capabilities and intelligent applications, are reshaping the processes and models of news gathering and editing, leading the journalism industry into a new stage of development" [2]. Traditional news production and dissemination models centered on manual collection, editing, and distribution. Now, the application of AI and big data is gradually changing this situation, ushering the journalism industry into a new era of intelligence and data-driven operations. This transformation is reflected not only in improved production efficiency and dissemination effectiveness but also in

1.1 AI Empowering Intelligent News Production

The widespread application of AI in news production has propelled the intelligent generation and dissemination of news content. "One of the applications of AI technology in news is the automatic generation of news articles based on data and algorithms" [3]. Leveraging natural language processing, machine learning, and deep learning technologies, AI can automatically mine news clues from massive datasets, conduct information screening, and generate content. Previously, journalists needed to spend considerable time and effort on information collection and organization; now, AI can complete this process in a short time. Specifically in practical applications, AI has already enabled automatic news writing, or "robot journalism," in fields with highly structured data such as sports and finance. For instance, by analyzing and processing game statistics and stock market data, AI can generate complete news reports, ensuring timeliness and accuracy.

1.2 Big Data-Driven Precision News Dissemination

Big data technology has endowed the news industry with the capability for in-depth information mining and analysis. Driven by big data, media organizations can conduct real-time monitoring and analysis of massive datasets, rapidly capture social hotspots and public opinion trends, and promptly adjust news topics and reporting strategies. By collecting and analyzing user behavior data, media can understand audience interests and preferences