Framing AI in the audiovisual industries on LinkedIn

This chapter examines how professionals in the audiovisual sector frame generative artificial intelligence (AI) on LinkedIn. In a context where debates surrounding AI oscillate between enthusiasm and anxiety, this chapter examines how these tools are embedded in professional identities, work routines, and imaginaries within the cultural and creative industries. The analysis draws on a French-language corpus of 11,526 posts, 9,235 comments, and 8,298 user biographies collected on LinkedIn between October 2022 and May 2025. Findings indicate that discourse on generative AI in the audiovisual field is predominantly positive, frequently framing these tools as drivers of innovation, creativity, and professional opportunity. Rather than focusing on specialised or sector-specific applications, users overwhelmingly reference widely accessible systems such as ChatGPT, which functions as a marker of technological literacy and adaptability. The results also highlight the emergence of hybrid professional identities and the rise of informal learning formats, positioning certain users as guides, educators, or facilitators in the adoption of AI. Meanwhile, AI is presented as a gateway to domains that traditionally required technical expertise, lowering entry barriers and circulating narratives of empowerment and productivity. Taken together, these findings suggest that LinkedIn operates less as a space for reporting concrete uses of generative AI in audiovisual production than as a stage for signalling expertise, demonstrating adaptability, and cultivating professional visibility. Generative AI thus becomes a resource for self-presentation and strategic positioning, contributing to the early dynamics of its appropriation in the audiovisual sector.