Abstract: The rapid development of generative artificial intelligence has allowed humanity to witness significant changes in artificial intelligence technology in terms of capabilities and functionality, and its powerful capacity for self-learning, self-control, and evolution has gradually ushered in a new era of generalized artificial intelligence. At the same time, it also indicates that people will enter into a more complex and risky intellectual system. The gradual and widespread use of generative AI in major media communications opens up great development opportunities for the media sphere, on the one hand, and risky tasks – on the other. The subject of this research is generative artificial intelligence. The object of the research is an in-depth analysis of the risks and management trajectories of generative artificial intelligence in the main media of mass communication. This study used a comprehensive methodology based on the method of literary analysis, observation, as well as the method of forecasting and data comparison. The scientific novelty of the study lies in the fact that the authors analyze the risks associated with generative AI in the mainstream media, namely: data privacy and security, the risk of manipulating public opinion through false information, and the problem of public trust in the media. The authors of the study propose a risk management path in terms of political leadership, regulation and technology, global cooperation and literacy, contributing to the safe, reliable and healthy development of generative AI in the mainstream media. As AI technologies are constantly being transformed, this research is quite promising and makes a scientific contribution to the general analysis and pool of research related to the use of AI in the field of media, risks, danger and ethical issues.