The impact of artificial intelligence and digitalization on journalistic roles

Authors

Abstract

Current technological changes demand a reconfiguration of professional roles in journalism. This research analyses how professional roles in Spanish newsrooms are changing in an environment marked by digitalization and the advance of technologies powered by artificial intelligence. A qualitative methodology is employed, based on semi-structured interviews sent by email to 10 managers from representative media outlets across various sectors (digital press, radio, and digital-native media). This is complemented by an exploratory analysis of job postings for journalists with a technological profile on InfoJobs and LinkedIn over several months in 2025. The objective was to explore how AI is transforming professional roles, skills required, work processes, audience engagement and ethical perceptions regarding its use. The results indicate that although the implementation of AI tools in newsrooms is still limited, there is broad consensus about their potential to optimize repetitive tasks and enhance data analysis. However, there are notable gaps in specific training and in the development of clear ethical guidelines. Most media outlets have not yet incorporated technical roles or new editorial positions related to AI, although the future inclusion of hybrid profiles is viewed positively. The use of AI to facilitate or automate audience interaction is still in its early stages and has not yet been implemented in most cases. Interviewees agree that AI could present an opportunity to strengthen quality journalism if used as a support tool, not as a substitute. In conclusion, the impact of AI on Spanish journalism is in its early stages, with uneven adoption and a lack of systematic strategies for professional, educational and ethical integration in most of the media analysed.

Keywords

artificial intelligence, digital journalism, digital media, professional profiles, hybrid newsrooms

References

BARROS, A., AMÓN-PRASAD, A. y ŚLIWA, M. (2023). «Inteligencia artificial generativa y academia: Implicaciones para la investigación, la enseñanza y el servicio». Management Learning, 54(5), 597-604. https://doi.org/10.1177/13505076231201445

BASTIN, G. y BERT-ERBOUL, C. (2024). «Journalists’ authority and its bounded trade: Twitter, journalists, and boundary work in contemporary France’s music scene». Journalism, 26(7), 1447-1468. https://doi.org/10.1177/14648849241255941

BERNHARD, J. y RUSSMANN, U. (2023). «Blurring boundaries: A longitudinal analysis of skills required in journalism, PR, and marketing job ads». Journalism & Mass Communication Quarterly, 101(3), 612-636. https://doi.org/10.1177/10776990231181544

CEBALLOS, Y. (2022). «Influence of hi-tech journalism on the emergence of new professional journalistic routines: An analysis of the profile and skills of journalists in a context of technological change». Techno Review: International Technology, Science and Society Review / Revista Internacional de Tecnología, Ciencia y Sociedad, 11(3), 1-19. https://doi.org/10.37467/revtechno.v11.3813

CHADWICK, A. (2013). The hybrid media system. Oxford, Nueva York: Oxford University Press.

COOLS, H. y DIAKOPOULOS, N. (2024). «Uses of generative AI in the newsroom: Mapping journalists’ perceptions of perils and possibilities». Journalism Practice, 1-19. https://doi.org/10.1080/17512786.2024.2394558

DEGEN, M., OLGEMÖLLER, M. y ZABEL, C. (2024). «Quality journalism in social media: What we know and where we need to dig deeper». Journalism Studies, 25(4), 399-420. https://doi.org/10.1080/1461670X.2024.2314204

DEUZE, M. (2009). «Media industries, work and life». European Journal of Communication, 24(4), 467-480. https://doi.org/10.1177/0267323109345523

DEUZE, M. (2017). «Understanding journalism as newswork: How it changes, and how it remains the same». Westminster Papers in Communication and Culture, 5(2), art. 2. https://doi.org/10.16997/wpcc.61

DEUZE, M. y WITSCHGE, T. (2018). «Beyond journalism: Theorizing the transformation of journalism». Journalism, 19(2), 165-181. https://doi.org/10.1177/1464884916688550

DOMINGO, D. (2006). «Material and organizations constrains in the development of on-line journalism». En: COAST-A20 2006 Conference in Delphi. Delphi: [s. n.].

ELDRIDGE II, S. A. (2019). «Where do we draw the line?: Interlopers, (ant)agonists, and an unbounded journalistic field». Media and Communication, 7(4), 8-18. https://doi.org/10.17645/mac.v7i4.2295

GUTIÉRREZ-CANEDA, B., VÁZQUEZ-HERRERO, J. y LÓPEZ-GARCÍA, X. (2023). «AI application in journalism: ChatGPT and the uses and risks of an emergent technology». Profesional de la información, 32(5), e320514. https://doi.org/10.3145/epi.2023.sep.14

GUZMAN, A. L. y LEWIS, S. C. (2024). «What generative AI means for the media industries, and why it matters to study the collective consequences for advertising, journalism, and public relations». Emerging Media, 2(3), 347-355. https://doi.org/10.1177/27523543241289239

HAMM, A. (2022). «New objects, new boundaries: How the “journalism of things” reconfigures collaborative arrangements, audience relations and knowledge-based empowerment». Digital Journalism, 12(8), 1077-1096. https://doi.org/10.1080/21670811.2022.2096088

HANUSCH, F. y LÖHMANN, K. (2022). «Dimensions of peripherality in journalism: A typology for studying new actors in the journalistic field». Digital Journalism, 11(7), 1292-1310. https://doi.org/10.1080/21670811.2022.2148549

HASE, V., BOCZEK, K. y SCHARKOW, M. (2022). «Adapting to affordances and audiences?: A cross-platform, multi-modal analysis of the platformization of news on Facebook, Instagram, TikTok, and Twitter». Digital Journalism, 11(8), 1499-1520. https://doi.org/10.1080/21670811.2022.2128389

HAYES, K. (2021). «The networked newsroom: Navigating new boundaries of work». Journalism Practice, 18(4), 803-817. https://doi.org/10.1080/17512786.2021.1949627

HENDRICKX, J. y VÁZQUEZ-HERRERO, J. (2024). «Dissecting social media journalism: A comparative study across platforms, outlets and countries». Journalism Studies, 25(9), 1053-1075. https://doi.org/10.1080/1461670X.2024.2324318

HERMIDA, A. y YOUNG, M. L. (2019). «From peripheral to integral?: A digital-born journalism not for profit in a time of crises». Media and Communication, 7(4), 92-102. https://doi.org/10.17645/mac.v7i4.2269

IHLEBÆK, K. A. y FIGENSCHOU, T. U. (2024). «Challengers in the journalistic field: A study of alternative media and their relations to incumbents, governance units, the state, and each other». Journalism, 0(0). https://doi.org/10.1177/14648849241309848

JAMIL, S. (2020). «Ethnic news media in the digital age: The impact of technological convergence in reshaping journalists’ practices in Pakistan». Journal of Multicultural Discourses, 15(2), 219-239. https://doi.org/10.1080/17447143.2020.1756305

KVALE, S. (1996). InterViews: An Introduction to Qualitative Research Interviewing. Londres: Sage Publications.

LAZO, C. M., RODRÍGUEZ RODRÍGUEZ, J. M. y PEÑALVA, S. (2020). «Competencias digitales en periodismo: Revisión sistemática de la literatura científica sobre nuevos perfiles profesionales del periodista». Revista Latina de Comunicación Social, 75, 53-68. https://doi.org/10.4185/RLCS-2020-1416

LOOSEN, W. (2014). «The notion of the “blurring boundaries”: Journalism as a (de)differentiated phenomenon». Digital Journalism, 3(1), 68-84. https://doi.org/10.1080/21670811.2014.928000

LÓPEZ-GARCÍA, X. y PEREIRA-FARIÑA, X. (eds.) (2010). Convergencia digital: Reconfiguración de los medios de comunicación en España. Santiago de Compostela: Universidad de Santiago.

LÓPEZ-GARCÍA, X., TOURAL-BRAN, C. y RODRÍGUEZ-VÁZQUEZ, A.-I. (2016). «Software, estadística y gestión de bases de datos en el perfil del periodista de datos». Profesional de la Información, 25(2), 286-294. https://doi.org/10.3145/epi.2016.mar.16

LOPEZOSA, C., CODINA, L., FERNÁNDEZ-PLANELLS, A. y FREIXA, P. (2021). «Journalistic innovation: How new formats of digital journalism are perceived in the academic literature». Journalism, 24(4), 821-838. https://doi.org/10.1177/14648849211033434

LOPEZOSA, C., CODINA, L., PONT-SORRIBES, C. y VÁLLEZ, M. (2023). «Use of generative artificial intelligence in the training of journalists: Challenges, uses and training proposal». Profesional de la Información, 32(4), e320408. https://doi.org/10.3145/epi.2023.jul.08

MAARES, P. y HANUSCH, F. (2022). «Understanding peripheral journalism from the boundary: A conceptual framework». Digital Journalism, 11(7), 1270-1291. https://doi.org/10.1080/21670811.2022.2134045

MONDÉJAR, D. y GARCÍA-AVILÉS, J. A. (2025). «Actores periféricos y periodismo en Twitch: Análisis de la calidad de los contenidos informativos en live streaming [Peripheral actors and journalism on Twitch: analysing the quality of live streaming news content]». Revista Mediterránea de Comunicación, 16(1), e27480. https://doi.org/10.14198/MEDCOM.27480

MURRAY, C. D. y SIXSMITH, J. (1998). «E-mail: A qualitative research medium for interviewing?». International Journal of Social Research Methodology, 1(2), 103-121. https://doi.org/10.1080/13645579.1998.10846867

NEGREIRA-REY, M.-C., VÁZQUEZ-HERRERO, J. y LÓPEZ-GARCÍA, X. (2022). «Blurring boundaries between journalists and Tiktokers: Journalistic role performance on TikTok». Media and Communication, 10(1), 146-156. https://doi.org/10.17645/mac.v10i1.4699

NEGREIRA-REY, M.-C., VÁZQUEZ-HERRERO, J., SIXTO-GARCÍA, J. y LÓPEZ-GARCÍA, X. (eds.) (2023). Blurring boundaries of journalism in digital media: New actors, models and practices. Switzerland AG: Springer Nature.

PARRATT FERNÁNDEZ, S., RODRÍGUEZ-PALLARES, M. y PÉREZ-SERRANO, M. J. (2024). «Artificial intelligence in journalism: An automated news provider». index.Comunicación, 14(1), 183-205. https://doi.org/10.62008/ixc/14/01Artifi

PAVLIK, J. (2000). «The impact of technology on journalism». Journalism Studies, 1(2), 229-237. https://doi.org/10.1080/14616700050028226

PERREAULT, G. P. y FERRUCCI, P. (2020). «What is digital journalism?: Defining the practice and role of the digital journalist». Digital Journalism, 8(10), 1298-1316. https://doi.org/10.1080/21670811.2020.1848442

SÁNCHEZ ESPARZA, M., PALELLA STRACUZZI, S. y FERNÁNDEZ FERNÁNDEZ, Á. (2024). «Impact of artificial intelligence on RTVE: Verification of fake videos and deep fakes, content generation, and new professional profiles». Communication & Society, 37(2), 261-277. https://doi.org/10.15581/003.37.2.261-277

SCHAPALS, A. K. (2022). Peripheral actors in journalism: Deviating from the norm? Londres, Nueva York: Routledge.

SCOLARI, C.-A., MICÓ-SANZ, J.-L., NAVARRO-GUERE, H. y PARDO-KUKLINSKI, H. (2008). «El periodista polivalente: Transformaciones en el perfil del periodista a partir de la digitalización de los medios audiovisuales catalanes». Revista Zer, 13(35), 37-60. https://doi.org/10.1387/zer.3572

SHI, Y. y SUN, L. (2024). «How Generative AI Is Transforming Journalism: Development, Application and Ethics». Journalism and Media, 5(2), 582-594. https://doi.org/10.3390/journalmedia5020039

SIXTO-GARCÍA, J. y LÓPEZ-GARCÍA, X. (2025). «Innovative innovation in journalism». Journalism, 26(1), 65-88. https://doi.org/10.1177/14648849231219359

TÚÑEZ-LÓPEZ, J.-M., FIEIRAS-CEIDE, C. y VAZ-ÁLVAREZ, M. (2021). «Impact of artificial intelligence on journalism: Transformations in the company, products, contents and professional profile». Comunicación y Sociedad, 34(1), 177-193. https://doi.org/10.15581/003.34.1.177-193

UFARTE RUIZ, M. J., CALVO RUBIO, L. M. y MURCIA VERDÚ, F. J. (2020). «Las tecnologías hi-tech en los grados en Periodismo: Planes de estudios, formación de los periodistas y propuestas de inserción curricular». AdComunica, 43-66.

UFARTE RUIZ, M. J., MURCIA VERDÚ, F. J. y FIEIRAS CEIDE, C. (2024). «Características de los exoperiodistas españoles: Nuevo perfil profesional en la era de la inteligencia artificial». Revista de Comunicación, 23(2), 345-362. https://doi.org/10.26441/RC23.2-2024-3519

UTH, B., STEHLE, H., WILHELM, C., DETEL, H. y PODSCHUWEIT, N. (2025). «The journalism-audience relationship in the digital age: A theoretical literature review». Journalism, 26(1), 45-64. https://doi.org/10.1177/14648849231221611

VIVAR ZURITA, H. (2011). «Nuevos perfiles profesionales para una comunicación digital». Revista Telos (Revista de Pensamiento, Sociedad y Tecnología), 87.

WALLACE, S. (2013). «The complexities of convergence: Multiskilled journalists working in BBC regional multimedia newsrooms». International Communication Gazette, 75(1), 99-117. https://doi.org/10.1177/1748048512461764

WASCHKOVÁ CÍSAŘOVÁ, L. (2023). «We were innovators, but we gave up: The muted digital transition of local newspapers». Digital Journalism, 12(1), 83-100. https://doi.org/10.1080/21670811.2023.2180405

WENGER, D., HOSSAIN, M. S. y SENSEMAN, J. R. (2025). «AI and the impact on journalism education». Journalism & Mass Communication Educator, 80(1), 97-114. https://doi.org/10.1177/10776958241296497

ZELIZER, B. (2019). «Why journalism is about more than digital technology». Digital Journalism, 7(3), 343-350. https://doi.org/10.1080/21670811.2019.1571932

DOI

https://doi.org/10.5565/rev/analisi.3894

Published

2025-12-30

How to Cite

Silva-Rodríguez, A., Rodríguez-Vázquez, A. I., & López-García, X. (2025). The impact of artificial intelligence and digitalization on journalistic roles. Anàlisi, 73, 41–59. https://doi.org/10.5565/rev/analisi.3894

Downloads

Download data is not yet available.

Funding data

Copyright (c) 2025 Alba Silva-Rodríguez, Ana Isabel Rodríguez-Vázquez, Xosé López-García

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.