Lefevre, BrunoBrunoLefevreErrando, AinaAinaErrandoAfilipoaie, AdelaidaAdelaidaAfilipoaieRanaivoson, HeritianaHeritianaRanaivosonWiart, LouisLouisWiart2026-04-272026-04-2720251847-9758https://imec-publications.be/handle/20.500.12860/59201Artificial Intelligence (AI) has significantly reshaped the news media landscape in the fast evolving‎ digital ecosystem. While recent legislative measures and industry self-regulation initiatives have‎ emerged to address AI’s implications, the ethical challenges associated with its adoption in European‎ Union (EU) newsrooms and the ways news media organisations navigate regulatory frameworks and ‎internal initiatives remain underexplored. This study aims to bridge this gap by examining the conditions‎ under which AI tools are integrated into media organisations from both organisational and regulatory‎ perspectives. Drawing on an analysis of 30 key documents and 41 in-depth interviews with media‎ professionals and regulatory experts across three EU markets, the study uncovers key findings: a limited ‎discourse on AI use in media organisations, significant disparities in AI implementation practices, and an ‎absence of clear, actionable regulatory guidelines for addressing considerations in AI-driven news content.‎engJournal article10.20901/ms.16.31.2WOS:001578073900003ARTIFICIAL-INTELLIGENCEPOLITICAL-ECONOMYMEDIAIMPACT