Generative AI as Digital Media

Generative AI is frequently portrayed as revolutionary or even apocalyptic, prompting calls for novel regulatory approaches. This essay argues that such views are misguided. Instead, generative AI should be understood as an evolutionary step in the broader algorithmic media landscape, alongside search engines and social media. Like these platforms, generative AI centralizes information control, relies on complex algorithms to shape content, and extensively uses user data, thus perpetuating common problems: unchecked corporate power, echo chambers, and weakened traditional gatekeepers. Regulation should therefore share a consistent objective: ensuring media institutions remain trustworthy. Without trust, public discourse risks fragmenting into isolated communities dominated by comforting, tribal beliefs -- a threat intensified by generative AI's capacity to bypass gatekeepers and personalize truth. Current governance frameworks, such as the EU's AI Act and the US Executive Order 14110, emphasize reactive risk mitigation, addressing measurable threats like national security, public health, and algorithmic bias. While effective for novel technological risks, this reactive approach fails to adequately address broader issues of trust and legitimacy inherent to digital media. Proactive regulation fostering transparency, accountability, and public confidence is essential. Viewing generative AI exclusively as revolutionary risks repeating past regulatory failures that left social media and search engines insufficiently regulated. Instead, regulation must proactively shape an algorithmic media environment serving the public good, supporting quality information and robust civic discourse.