Изкуственият интелект в българските медии: Нови възможности и нови рискове в дигиталната публична сфера
Artificial Intelligence in Bulgarian Media: New Opportunities and New Risks in the Digital Public Sphere

Author(s): Ivo Indzhov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: artificial intelligence; journalism; Bulgaria; digital public sphere; algorithms; disinformation
Summary/Abstract: This article examines the role of artificial intelligence (AI) in contemporary journalism, with a particular focus on the Bulgarian media environment. Methodologically, the study is primarily based on desk research, including a systematic review of scholarly literature, regulatory documents, and other publicly available sources, complemented by an analysis of empirical examples and selected case studies from Bulgarian media practice. Within this framework, the article explores the main applications of AI in journalism, as well as the opportunities and risks arising from its use. The main conclusion is that AI is emerging as a structural factor that simultaneously drives innovation and amplifies existing deficiencies in the media system, like the Bulgarian one, particularly in the context of the digital public sphere.

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