Artificial intelligence as a driver of media innovation: technical appropriation, editorial caution

Abstract

Artificial intelligence is profoundly transforming work in the media sector, reshaping not only production routines but also professional profiles and the internal organisation of newsrooms. This study examines how media outlets in the Basque Country are integrating AI, with the aim of identifying the innovative practices being developed and understanding their impact across the different stages of journalistic work. To this end, a mixed-methods approach was adopted, combining in-depth interviews with nine professionals from six Basque media organisations and a survey of 504 active journalists and media professionals. The analysis was structured around the three classic phases of the journalistic process: information gathering, content production, and distribution. The findings reveal a cautious adoption of AI in news-related activities, as its use is primarily focused on auxiliary tasks such as automatic transcription, text editing, or translation. While some innovative experimental initiatives have been identified—such as voice cloning in narrative products—these have mostly emerged in peripheral, non-news contexts. Moreover, despite the early development of corporate strategies, internal regulations, and bespoke applications, the implementation of artificial intelligence largely continues to rely on solutions provided by major tech platforms and on the individual initiative of professionals.