Процеси на внедряване, влияние и адаптация на генеративния изкуствен интелект в медиите в България
Processes of Implementation, Influence, and Adaptation of Generative AI in the Media in Bulgaria

Author(s): Vesselina Valkanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Artificial intelligence (AI); Journalism; Ethics; AI in media; Media studies; Media environment in Bulgaria; Public discourse; Public policy
Summary/Abstract: In recent years, the introduction of generative artificial intelligence in the media and journalism has become one of the most significant technological and social challenges of the 21st century. The development of algorithms capable of generating text, images, audio, and video of a quality comparable to or higher than that produced by humans is leading to fundamental changes in the way information is created, disseminated, and consumed. This development is already having a tangible impact on professional standards, ethical norms, economic models, and the value framework of journalistic practice. This article presents the results of the first representative empirical study in Bulgaria among journalists, editors, and media managers regarding the degree of adoption, attitudes, and ethical positions concerning the emergence of AI in the media.

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