The Role of Artificial Intelligence in Indian Print Media Organisations: Journalists' Perspective

With Artificial Intelligence (AI) and generative AI potentially changing the landscape of journalism, this research paper investigates the perspective of Indian print media journalists concerning the adoption of AI at the individual and organisational levels. Authors deploy exploratory factor analysis to retrieve factors concerning AI from the loaded statements. The exploratory factor analysis identified training, awareness, usage, and integration as key factors concerning journalists' use of AI. The conceptual model developed for the study, tested using principal component regression, reveals that journalists' awareness, usage, training and integration of AI impact journalistic practice. This study is one of the first studies on AI and journalism in the Indian context. Further, it bridges the gap between the available literature on the said topic and provides valuable insights into the broader implications of AI in media and communication.