From Collapse to Collaboration: AI, Advertising Disruption, and the Future of Media Sustainability in Emerging Economies Alvin Alvin(1), Agatha Agatha(2), Muhamad Reyhansa(3)
(1) Kernel Future Research, Bogor, Indonesia
alvin[at]kernelfurure.com (corresponding author)*
(2) Kernel Future Research, Bogor, Indonesia
(3) Universitas Terbuka, Jakarta, Indonesia
Abstract
This conceptual study examines the disruptive impact of generative artificial intelligence (AI) on advertising-driven media models in emerging economies, specifically focusing on Indonesia. The research identifies a pressing problem: the increasing use of algorithmic content creation and targeted advertising has intensified financial instability among traditional media outlets, weakened public trust, and eroded democratic resilience. This study aims to investigate these dynamics and their broader implications for the sustainability of independent journalism in the digital age. This research employs a qualitative and comparative approach. The analysis synthesised data from institutional reports and recent case developments, incorporating comparative insights from Australia and Singapore to contextualise reform possibilities. The study proposed collaborative governance frameworks involving media actors, academia, and civil society as a strategic pathway to counteract these disruptions. Key findings showed that the absence of adaptive regulatory mechanisms and public-interest funding models had left Indonesia^s media landscape particularly vulnerable to AI-induced volatility. In conclusion, this study emphasised the urgency of long-term digital media reforms rooted in inclusivity, sustainability, and knowledge-sharing to protect democratic institutions and rebuild public confidence in news systems.
Keywords: democratic resilience, digital media disruption, generative AI, media sustainability, public trust
