Artificial Intelligence in the Spanish Media: New Uses and Tools in the Production and Distribution of Content

Abstract

In Spain, the media have been exploring artificial intelligence tools for some time. This study investigates which tools are used and in which processes, as well as their impact on the generation of content and the transformation of professional profiles. The methodology has a quantitative approach, through a survey of 35 journalists from the Association of Investigative Journalists (API), made up of media professionals from all over Spain. Among the main uses of AI are the processing and conversion of oral language into writing, the analysis of large amounts of data, the automation of tasks, and the relationship with audiences. A significant segment of respondents use AI tools in their work and believe that it will eventually be used for all automated tasks. However, most of them are not afraid of losing their jobs, as they value the importance of the human and creative component in their work performance.