This report explores the application logic，practical pathways，and development strategies of AI agent technology in the media industry. Firstly，the report defines the core concept of AI agents，including their technical definition，evolutionary context，differentiating characteristics from traditional AI tools&intelligent recommendation systems，and their core value in the media industry. Secondly，it proposes a “three-tier application framework” for AI agents in the media industry（Infrastructure Layer，Media Brain Layer，and Scenario Application Layer），and analyzes the technical composition and functional positioning of each layer. Thirdly，it categorically elaborates on the specific application scenarios of AI agents in fields such as content production，distribution and dissemination，user interaction，and public opinion governance，supplemented by data from typical cases. It also combs through practical experiences worldwide regarding the application of AI agents in the media industry，including cutting-edge explorations in countries such as the United States，Europe，Japan，and Singapore，as well as innovative practices in China’s national-level media and local converged media. Furthermore，it analyzes the challenges faced in the application of AI agents from both technological and social dimensions. Finally，it puts forward targeted countermeasures and suggestions，including building a media-specific AI agent technology foundation，expanding the opening and sharing of media data，and promoting collaborative innovation in core technologies.