From experimentation to integration: mapping AI use across European media and communication professionals

Contreras-Espinosa, Ruth S.; Salvador Mata, Bertran; Arciniega Cáceres, Mittzy; Scolari, Carlos Alberto, 1963-

doi:http://dx.doi.org/10.1177/146144482614168

From experimentation to integration: mapping AI use across European media and communication professionals

Citation

Contreras-Espinosa RS, Salvador-Mata B, Arciniega-Cáceres M, Scolari CA. From experimentation to integration: mapping AI use across European media and communication professionals. New Media Soc. 2026 Feb 11. DOI: 10.1177/146144482614168

Abstract

This study, one of the first cross-national and cross-professional approaches, maps Artificial Intelligence (AI) adoption and perceptions through a survey of 797 professionals in eight countries (Spain, Italy, France, Portugal, Netherlands, Germany, Norway, and Denmark) spanning six fields including journalism, marketing, audiovisual, public relations, graphic design, and communication education. Experimentation is widespread (88%), yet workflow integration remains uneven. Adoption is strongest among younger professionals, and sectoral differences are detected: marketing reports higher adoption, whereas journalists and educators report the lowest usage. ChatGPT dominates (77%), followed by Canva (38%), and DALL·E and MidJourney (27%). Frequency of use lag behind positive attitudes. National patterns also diverge, reflecting cultural, regulatory, and market factors. Results draw on SCOT, Rogers' diffusion, and Bozdag's AImosis to frame sociotechnical adoption of AI as a negotiation. We offer a baseline of AI practices in European communication professions and identify key priorities in policy.