Invisible Automation: The Hidden Use of AI in Bulgarian Journalism and the Gap Between Practice and Perception
Invisible Automation: The Hidden Use of AI in Bulgarian Journalism and the Gap Between Practice and Perception

Author(s): Yotka Pancheva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Artificial Intelligence in Journalism; Invisible AI; Automated Journalism; AI Adoption; AI Visibility Gap; Algorithmic Journalism; Bulgarian Media System
Summary/Abstract: Artificial intelligence is increasingly integrated into journalistic workflows, yet its adoption is typically measured through self-reported usage. This paper challenges that assumption by introducing the concept of “invisible AI” - AI systems embedded in journalistic practices that are not recognized or acknowledged as such by journalists themselves. Drawing on original survey data from Bulgarian journalists (2025), the study identifies a significant discrepancy between declared non-use of AI and actual reliance on AI-powered tools such as translation systems, content automation, and platform-based algorithms.

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