Generative AI is ushering in a new era where machines do more than execute tasks—they create, adapt, and collaborate. In the media industry, this technology is redefining content production, blurring the boundaries between automation and creativity. Following Nickerson’s methodology, this study develops a taxonomy of generative AI usage in media companies, based on a systematic literature review and 34 expert interviews. We categorize generative AI usage into three roles: replace, where AI automates tasks previously performed by humans; reinforce, where AI enhances existing processes and workflows; and reveal, where AI uncovers new opportunities, formats, or business models that were previously unattainable. Our findings demonstrate how generative AI fosters organizational ambidexterity, blurring boundaries between innovation and efficiency, and offering insights for leveraging its potential in practice.