Enterprise AI Analysis

Varying Perceptions Across Demographics and Experience

While a general consensus exists, nuances in perception are observed across different journalistic demographics. The perceived risk is slightly lower among journalists working in native digital media and younger practitioners. This suggests that more modern outlets and digital-native journalists may adopt a less pessimistic stance compared to older counterparts or legacy media organizations.

Interestingly, direct experience and familiarity with AI tend to foster a more moderate view regarding its risks. Journalists who do not use AI in their daily work often perceive its impact on disinformation as particularly significant, whereas those with intensive AI use adopt a more nuanced understanding. This pattern implies that greater exposure to AI could lead to more balanced assessments of its potential and limitations.

The study found a statistically significant association between years of experience and perceived risk: as experience increases, so does the perception of AI-related disinformation risk. Journalists with 10-20 years of experience showed the highest perception of risk (94.44%).

Hierarchy of Perceived AI Risks in Journalism

Journalists identify specific risks associated with AI use that extend beyond purely technological concerns, impacting both the public and the journalistic profession. The primary concerns include the difficulty in identifying false content and deepfakes, and the risk of obtaining inaccurate or erroneous data.

Co-occurrence analysis reveals these risks are often perceived as interconnected, with the most frequent pairing being concerns about false content/deepfakes and inaccurate data, reflecting a broader threat to information reliability.

The top co-occurrence risk pairing (50.5%) links the difficulty of identifying false content/deepfakes with the risk of inaccurate or erroneous data, underscoring the perceived interconnectedness of these challenges to information reliability.

Research Methodology: A Quantitative Approach

This study employed a quantitative methodology, utilizing a structured survey administered to 504 journalists in the Basque Country. The sample was identified through official media directories and with the support of the Basque Association of Journalists.

Data collection involved online and telephone surveys conducted between May and June 2024, focusing on sociodemographic, professional variables, and attitudes towards AI's impact on journalism. Statistical analyses, including Correspondence Analysis, were performed using R within the RStudio environment, with the aid of ChatGPT for heatmap generation.

Fostering AI Literacy for a Critical Adoption

The findings highlight the complex response of journalistic cultures to emerging technological threats. Despite a strong consensus on AI's role in amplifying disinformation, perceptions are shaped by generational and technological factors. This suggests that direct exposure and familiarity with AI can lead to more balanced and informed assessments.

Therefore, investing in AI literacy and targeted training for media professionals is key to fostering a critical—but not reactive—adoption of this technology, ensuring journalism remains robust in the face of evolving information challenges.