From Automation to Transformation with AI-Tools: Exploring the Professional Norms and the Perceptions of Responsible AI in a News Organization

In the wake of the frenetic evolutions in (generative) AI, this study evaluates how these emerging technologies could be deployed and implemented in a responsible way at a national news company in Denmark (Berlingske Media). By conducting expert interviews with 14 news workers from various departments across the four media titles at Berlingske Media, the study explores their perceptions regarding the use of (generative) AI tools, with a particular focus on two core internal dynamics of institutional theory: (1) Journalistic Autonomy and (2) Ethical Considerations. The findings reveal that perceptions of AI-tool usage are closely linked to the educational background of the news workers, interviewees that self-identify as “technologists” or “data scientists” hold more realistic views, whereas self-identified “editors” or “journalist” tend to attribute too much power and capacity to AI. These perceptions are also closely linked to the current uses of AI: Some participants express optimistic views, seeing AI as a valuable tool that enhances journalistic practices and efficiency. Others hold more skeptical views, emphasizing concerns about the potential impact on journalistic autonomy, such as algorithmic biases and the loss of editorial control.