EIREducational Innovation Research3029-18443029-1852Bio-Byword Scientific Publishing Pty. Ltd.10.26689/EIR.v4i5.15085ArticlePathways to Achieving Targeted Communication in the Media through the Integration of Big Data and Artificial Intelligencehttps://artdesignp.com/journal/EIR/4/5/10.26689/EIR.v4i5.15085ZhuLihao2026452026-05-26The production logic and distribution paradigms of the media industry are being reshaped by the deep integration of big data and artificial intelligence technologies, whilst the ‘blanket push’ model of communication is systematically evolving towards ‘precision targeting’. However, the essence of precision communication lies not merely in upgrading technical tools; rather, it involves the intelligent re-engineering of the entire value chain—from content production and channel distribution to user engagement and performance feedback—using data as a production factor and algorithms as the decision-making hub. Current practices in targeted communication within the media sector continue to face deep-seated contradictions, such as data silos fragmenting user profiles, algorithmic echo chambers eroding public value, over-reliance on technology weakening content creativity, and unclear privacy boundaries causing a crisis of trust. Consequently, this paper outlines a pathway to achieving precision communication across four dimensions: establishing a data foundation, adapting content production, coordinating distribution across all scenarios, and implementing closed-loop performance iteration. It also provides directions for optimization in terms of value realignment and ethical regulation, with the aim of promoting a balance between technological rationality and humanistic values to achieve high-quality development in precision communication within the media sector.Big data,Artificial intelligence,Communication

[1] Sha Y, 2025, Synergistic Empowerment of Targeted Television News Content Dissemination Through "Artificial Intelligence + Big Data". Journal of Journalism and Cultural Development, (21): 175–177. [2] Xu HP, 2026, A Study on Strategies for Targeted Advertising Dissemination Empowered by Artificial Intelligence. Modern Advertising, (7): 164–166. [3] Jiang LH, 2025, A Study on "Empathy and Reciprocity" in Targeted Translation and Dissemination Based on Artificial Intelligence. English Studies, (2): 56–67. [4] Liu H, 2026, A Study on the Construction of User Profiles and Targeted Communication Strategies for Science and Technology Books Based on Big Data Analysis. China Media Technology, (2): 140–143. [5] Chen C, 2025, A Study on Targeted News Communication and Content Innovation in the Context of Big Data. Journal of Journalism Research, 16(22): 100–103.