In the context of rapid digital transformation, media literacy has become a core competence for learners at all levels of education. The increasing volume of digital content, the spread of misinformation, and the growing influence of algorithm-driven media environments require learners to develop critical thinking, analytical skills, and ethical awareness. At the same time, artificial intelligence (AI) technologies are being actively integrated into educational systems, offering new opportunities to enhance teaching and learning processes. This article explores the role of artificial intelligence tools in developing media literacy within the education system. It analyzes theoretical approaches to media literacy, examines the pedagogical potential of AI-based tools, and discusses key challenges related to ethics, data privacy, and equity. The study argues that when applied thoughtfully, AI technologies can significantly support media literacy education by fostering critical evaluation of information, personalized learning, and active learner engagement. The article concludes with practical recommendations for integrating AI-driven media literacy instruction into contemporary educational contexts.