Abstract: Generative AI technology has achieved transcendent changes in AI technology by virtue of its ability of self-training and deep learning, and the concept of media ethics is also facing unprecedented challenges. The impact of generative AI technology on media ethics mainly includes: the falsification of false information by AI technology, the manipulation of human emotions by AI technology, the control of human ideology by AI, and even the fall of human behavior into robotisation. The dislocation of cognitive subjects, ideological subjects, power subjects, action subjects, and even social subjects under the impact of generative AI technology. Human beings should be human-centered, re-examine their position in the AI era, and continuously carry out technological innovation and value reconstruction.