The little smart squirrel or the push for artificial intelligence in Lithuanian book publishing

Background:Artificial intelligence (AI) tools are increasingly used in the global publishing industry for tasks ranging from editing and translation to metadata generation and marketing. However, the adoption of such tools is uneven across regions, particularly in small-language markets like Lithuania, where legal uncertainty and cultural attitudes shape implementation strategies. Aim and Research Question:This study aims to investigate how Lithuanian book publishers perceive and evaluate the use of AI tools, especially in relation to copyright, authorship, and legal–ethical considerations. The central research question is: What are publishers’ attitudes toward their application in content creation? Methods:The research employs a qualitative approach based on semi-structured interviews with nine Lithuanian publishers from various sectors (fiction, nonfiction, academic, children’s). Thematic analysis followed Naeem et al.’s (2023) six-step framework, supported by abductive reasoning and anchored in Winston’s Innovation Diffusion Model. Key Findings:Five interconnected conceptual themes were identified:(1) Operational Advantage – AI is valued as a time-saving, supportive tool;(2) Regulatory Ambiguity – legal uncertainty suppresses broader adoption;(3) Authenticity Risk Perception – fear that AI compromises creative and literary quality;(4) Cultural Trust Deficit – scepticism from staff, authors, and readers;(5) Responsible Diffusion Pathways – publishers call for phased implementation, disclosure norms, and clear internal policies.