AI Implementation Strategies in the Spanish Press MediaOrganizational Dynamics, Application Flows, Uses and Future Trends

  1. César Fieiras Ceide 1
  2. Martin Vaz Álvarez 2
  3. Isaac Maroto González 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

  2. 2 Universitat Pompeu Fabra
    info

    Universitat Pompeu Fabra

    Barcelona, España

    ROR https://ror.org/04n0g0b29

Journal:
Trípodos

ISSN: 1138-3305,  2340-5007

Year of publication: 2024

Issue Title: Artificial Intelligence and Communication. Opportunities and challenges

Issue: 55

Pages: 10-32

Type: Article

DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Trípodos

Abstract

This research analyses the artificial intelligence application strategies adopted by the Spanish press media at the height of the generative AI boom, extending previous studies on integrating AI technology into journalistic routines. We studied the dynamics of implementation of AI solutions in the main newspapers in Spain, determining the departments or professionals involved, the current uses, and how AI affects their organization chart and professional profiles, as well as providing insights into the future trends of this technology in the sector. For this purpose, a qualitative methodology was employed, based on interviews with a purposive sample of executives from the 10 newspapers with the largest circulation in Spain: El País, La Vanguardia, Marca, La Voz de Galicia, As, ABC, El Mundo, El Correo, El Diario Vasco and Mundo Deportivo. The results reveal that AI is conceived in the Spanish press media as an assistant aimed at optimizing all kinds of mechanical processes and existing products, not at amplifying coverage or generating final pieces that reduce the standard of quality essential to their subscription model. Groups such as Prisa, Vocento or Unidad Editorial centralize their AI strategy, while Grupo Godó delegates this management to its headers. These newspapers consider that AI will boost the renewal of job profiles in their structures, despite the fact that they do not currently have strictly specialized professionals.

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