Generative AI in Media: Disruptive or Sustaining Innovation? A Case Study-Based Evaluation Using Christensen’s Framework

Abstract

Generative artificial intelligence (AI) is quickly transforming creative industries, with AI able to generate music, video, and other media assets with just a few prompts. This paper discusses whether these tools are either sustaining or disruptive innovations as outlined by Clayton Christensen. Using case studies of Suno (AI music), Runway (AI video editing and VFX), and OpenAI Sora (AI video generation) as examples, the essay explores how such tools are altering media industry workflows, access, and production models. Guided by the concept of disruptive technologies articulated by Christensen, the paper explains how, though not yet entirely disruptive, the generative AI tools display evident disruption patterns, including democratizing the creation process, targeting underserved users, and evolving fast. At the same time, they can be positioned as sustaining innovations within high-end media production environments. This dual purpose indicates that generative AI is in the early-to-middle phase of disruption, and its potential effect would depend on the subsequent advances in technology and regulation. The results are relevant to the literature on technology change, media economics, and changing the place of creative labor.