ORIGINAL RESEARCH article
Front. Commun.
Sec. Media, Creative, and Cultural Industries
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1537918
This article is part of the Research TopicThe Impact of Artificial Intelligence on Media, Journalists, and AudiencesView all 7 articles
Artificial Intelligence Training in Media: Addressing Technical and Ethical Challenges for Journalists and Media Professionals
Provisionally accepted
- University of the Basque Country, Bilbao, Spain
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The rise of Artificial Intelligence (AI) is presenting both technical and ethical challenges for media organisations, creating an urgent need for professional training. This study explores how media professionals in the Basque Country are equipping themselves to face these challenges. Using a mixed-method approach, it combines a survey of 504 active professionals with in-depth interviews with six innovation leaders from major regional media outlets. The findings reveal that only 14.1% of professionals have undergone AI training, mostly through self-learning. Larger, internationally focused companies are more proactive in providing training, while local and traditional media organisations show significant gaps. Technical and managerial roles are leading the way in adopting AI, whereas newsroom staff are notably behind. The study highlights the pressing need to enhance AI training, with a particular focus on ethical and technical aspects, both through in-house programmes and formal education pathways.
Keywords: artificial intelligence, Journalists, media, training, digital transformation
Received: 02 Dec 2024; Accepted: 20 May 2025.
Copyright: © 2025 Sarrionandia, Peña-Fernández, Ángel Pérez Dasilva and Larrondo-Ureta. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Simón Peña-Fernández, University of the Basque Country, Bilbao, Spain
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