In recent years, advances in artificial intelligence (AI), particularly in machine learning algorithms and generative content tools, have significantly transformed the news media industry. These developments have not only enhanced the speed and quality of information delivery but also reshaped the ways news organizations produce, manage, and distribute content. This raises the fundamental question of what capabilities and limitations AI creates for news organizations, and what strategies can ensure its responsible and effective use.
This study employed a qualitative design using thematic content analysis. Data were collected through semi-structured interviews with 16 experts and elites in the fields of AI and media. The selection criteria for academic elites included at least five years of teaching experience in AI and media studies, while professional experts were required to have at least five years of practical experience in the media and emerging technologies. Data analysis followed King’s (1998) three-stage coding framework, and purposive sampling continued until theoretical saturation was reached.
The findings reveal that AI offers multiple opportunities, including automated content production, cost and time efficiency, and personalized user experiences through improved content quality and productivity. However, the study also highlights emerging challenges such as algorithmic bias, fake news, and ethical concerns related to privacy and accountability. Effective strategies must therefore integrate technological applications, institutional transformation, human resource empowerment, and appropriate regulatory frameworks. Overall, the integration of human creativity with AI capabilities can both enhance the reliability and quality of news content and provide a more sustainable path for the future of news media.