With the development of computer technology and big data technology, the overall artificial intelligence technology has been fully developed. This paper analyzes the positioning and innovation of digital media technology, combines the research and development of cultural and creative products, and studies the specific innovation and positioning content of digital media works from the research content and research background, and analyzes the characteristics and laws of digital media works in application fields. In-depth understanding of various types, themes, technical means, their characteristics and laws in cultural connotation, creative design, user experience and other aspects, as well as the advantages and disadvantages of similar cultural and creative products, aims to demonstrate the process of positioning and innovation analysis of digital media works in the research and development of cultural and creative products, and provide support and help for further exploring the innovation and development of digital media works.