The Adoption of Generative Artificial Intelligence in Media Organizations: Opportunities and Challenges

Abstract

In recent years, the media sector has been undergoing rapid transformation driven by significant advances in generative artificial intelligence technologies, which are now capable of producing text, images, summaries and various narrative formats with high efficiency and speed. This transformation has led to a growing trend within media organisations to explore the potential of these technologies in supporting journalistic and editorial work, whether in the stages of information gathering, content production, editing, adaptation for multiple platforms, or expanding engagement with the audience. However, this expansion is not without professional, ethical, institutional and legal challenges, the most prominent of which include the risks of information hallucination, algorithmic bias, a decline in transparency, issues of editorial accountability, intellectual property challenges, and the impact of these technologies on public trust and traditional media working models. This study aims to analyse the key opportunities for utilising generative artificial intelligence in media organisations, to identify the main challenges to such utilisation, and to propose a general framework for good governance that ensures a balance between technical innovation and professional commitment. The study adopts a synthetic-analytical approach, drawing on recent reports and studies that have examined the use of generative AI in newsrooms and media organisations. The study concludes that the optimal use of these technologies is not achieved merely through their technical adoption, but rather through their integration into an editorial and organisational system based on human oversight, transparency, training and continuous risk assessment.