Authors:

Bruno Lefèvre | ReSIC – Université Libre de Bruxelles

Aina Errando | imec-SMIT, Vrije Universiteit Brussel

Adelaida Afilipoaie | imec-SMIT, Vrije Universiteit Brussel

Heritiana Ranaivoson | imec-SMIT, Vrije Universiteit Brussel

Louis Wiart | ReSIC – Université Libre de Bruxelles

DOI: 10.20901/ms.16.31.3

Abstract

Artificial Intelligence (AI) has significantly reshaped the news media landscape in the fast-evolving digital ecosystem. While recent legislative measures and industry self-regulation initiatives have emerged to address AI’s implications, the ethical challenges associated with its adoption in European Union (EU) newsrooms and the ways news media organisations navigate regulatory frameworks and internal initiatives remain underexplored. This study aims to bridge this gap by examining the conditions under which AI tools are integrated into media organisations from both organisational and regulatory perspectives. Drawing on an analysis of 30 key documents and 41 in-depth interviews with media professionals and regulatory experts across three EU markets, the study uncovers key findings: a limited discourse on AI use in media organisations, significant disparities in AI implementation practices, and an absence of clear, actionable regulatory guidelines for addressing considerations in AI-driven news content.