From Automation to Transformation with AI-Tools: Exploring the Professional Norms and the Perceptions of Responsible AI in a News Organization
Authors’ abstract
In the wake of the frenetic evolutions in (generative) AI, this study evaluates how these emerging technologies could be deployed and implemented in a responsible way at a national news com-pany in Denmark (Berlingske Media). By conducting expert inter-views with 14 news workers from various departments across the four media titles at Berlingske Media, the study explores their per-ceptions regarding the use of (generative) AI tools, with a particu-lar focus on two core internal dynamics of institutional theory: Journalistic Autonomy and Ethical Considerations. The findings reveal that perceptions of AI-tool usage are closely linked to the educational background of the news workers, interviewees that self-identify as “technologists” or “data scientists” hold more realistic views, whereas self-identified “editors” or “journalist” tend to attri-bute too much power and capacity to AI. These perceptions are also closely linked to the current uses of AI: Some participants express optimistic views, seeing AI as a valuable tool that enhances journalistic practices and efficiency. Others hold more skeptical views, emphasizing concerns about the potential impact on jour-nalistic autonomy, such as algorithmic biases and the loss of edito-rial control.
Paper
- Authors
- H. Cools, C.H. de Vreese
- Publication date
- 2026
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Licensing
- Source license
- Creative Commons Attribution 4.0 International
- Recording license
- CC-BY-4.0
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