Between interest, uncertainty, and awareness: Outlooks on AI in leading media organizations

Artificial Intelligence (AI) has already become an inherent part of newsrooms, so how professionals perceive it is crucial in determining its impact. Through semi-structured interviews (n=21) with executives, technicians, and journalists from 8 leading media outlets in the United Kingdom, this article reflects a wide range of perspectives, almost never defined by professional roles, but converging in the figure of a professional eager for knowledge, unafraid, and adopting a critical stance. A swift development of this technology is anticipated, with a profound impact on business models that will reshape the labor market, and where the relationship with tech giants will be pivotal. The production of quality content, the balance between personalization and public interest, and the fight against disinformation will be critical factors. Understanding and contextualizing the opinions of journalism professionals on the impact of AI is one way to help steer the consequences of this profound industrial transformation.