LEGAL AND ECONOMIC CHALLENGES OF ARTIFICIAL INTELLIGENCE USE IN JOURNALISM: TOWARDS RESPONSIBLE MEDIA GOVERNANCE

Abstract

This article presents a comprehensive interdisciplinary analysis of the legal and economic challenges associated with the use of artificial intelligence in journalism. It does this within the framework of developing a model of responsible media governance. The relevance of the study is driven by several factors. Firstly, there has been rapid diffusion of generative artificial intelligence technologies in editorial practice. Secondly, there has been transformation of media business models. Thirdly, there has been emergence of new challenges relating to copyright protection, professional journalistic ethics, and information security. Finally, there is a need to harmonise Ukrainian legislation with the European regulatory framework governing artificial intelligence. The study aims to examine the legal and economic implications of artificial intelligence in journalism, evaluate current approaches to its regulation and demonstrate that responsible media governance is a viable model for balancing technological innovation, economic efficiency and public interest protection. The findings demonstrate that, although artificial intelligence can substantially enhance the efficiency of editorial workflows by automating routine tasks, it can also generate new legal, economic and ethical challenges. These challenges are associated with using journalistic content to train generative AI models, allocating liability for AI-generated content, developing the market for licensing journalistic data, spreading disinformation and the growing use of digital avatars and synthetic media. The study concludes that the risk-based regulatory approach set out in the European Union's Artificial Intelligence Act (AI Act) offers a modern conceptual basis for managing the use of artificial intelligence in the media sector. However, effective implementation requires economic mechanisms to complement content licensing, transparent allocation of responsibilities among digital ecosystem participants, and further development of editorial self-regulation. The research's scientific novelty lies in substantiating the interdisciplinary concept of responsible media governance, integrating legal, economic and organisational self-regulatory mechanisms for the use of artificial intelligence in journalism. The practical significance of the findings is their potential to improve Ukrainian legislation on media and artificial intelligence, develop editorial AI governance policies, establish licensing mechanisms for journalistic content and align the national regulatory framework with European Union legislation.