Exploring ethical andregulatory challenges of AI integration in European Union newsrooms

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.‎