Digital Literacy and AI in Media Transformation: Perceptions, Challenges, and Opportunities in Four European Countries

In an era defined by digitization, the media industry struggles to avoid “digital Darwinism.” Our work investigates the current state of digital transformation in four European countries and focuses on digital literacy, artificial intelligence, monetization strategies, and organizational adaptation. We conducted a quantitative survey administered to 148 professionals from 86 media organizations across Greece, France, Portugal, and Cyprus. The results depict a digital transformation in the media industry that has yet to fully embrace the potential of AI and data analytics. Publishers’ hesitation reflects broader concerns about technology’s influence on journalism, although there is widespread interest in exploring how AI can be utilized to enhance the quality of news and boost revenue. The study further delves into digital literacy and highlights the necessity for targeted training in certain areas, since most of the participants are not aware of existing AI tools for journalism and marketing. Furthermore, managers in the media sector seem to ignore the potential for new business models to reconfigure existing profit-making structures and remain focused on advertisements and sponsored content as their principal revenue sources.