The irruption of Artificial Intelligence is completely redefining information consumption and audience habits. This talk will explore the transformation of the media: how to move from being mere "containers" of news to become true generators of personalized content experiences thanks to new technologies. We will analyze the evolution of traditional formats and new consumption platforms (RRSS, OTT, AI), offering a roadmap for the media to not only adapt to the digital era, but to lead it. We will discover how AI can become the engine to understand new audiences, optimize production and create a deeper and more meaningful bond with users.