Accountability and Generative AI in Small Media Markets: A Case Study of Legacy Media in French-Speaking Belgium

Rotili, Lavinia;Van Breusegem, Charlotte;Descampe, Antonin
(2025) Regulation and Accountability in a Hybrid Media System: Content Creators, Algorithmic Plurality and Online Platforms — Location: Prague - Charles University (10.February.2025)

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The integration of AI and automation in newsrooms (Broussard et al., 2019) raises ethical concerns, as shown by research on AI policies in newsrooms and press councils (Porlezza, 2023). However, few studies have analyzed how media accountability is implemented in the use of generative AI in small media markets. Complementing studies on the perils and opportunities of generative AI (Cools & Diakopoulos, 2024) and ethical guidelines (Becker, 2023), this research investigates (1) how legacy print media in French-speaking Belgium balance the ethical demands of journalism with financial imperatives; (2) how self-regulation systems within newsrooms ensure accountability in the use of generative AI. Our theoretical framework is based on literature on media accountability, journalism ethics and small media markets. Building on the notion of media accountability (Bertrand, 2000) and its evolution (Kreutler & Fengler, 2024), the study explores which accountability instruments are implemented - notably self-regulation - in six French-speaking print outlets. Research on AI’s ethical challenges in journalism (Jones et al., 2023; Dörr & Hollnbuchner, 2017) helps reveal how media accountability is operationalized in ethical guidelines and the journalistic values it reflects. As Simon (2024) notes, the interest in generative AI in newsrooms is also driven by financial considerations tied to profitability and efficiency. In small markets like French-speaking Belgium, strong media concentration creates a duopoly where pluralism may be at risk (Standaert, 2024). Audience and revenue declines affect local newsrooms (Guimerà et al., 2018; Badillo & Bourgeois, 2016). Therefore, tensions between financial constraints and journalism’s democratic role may explain certain regulatory responses. This theoretical background helps interpret professional discourses (Carlson, 2016) on AI-related challenges and how accountability is guaranteed with AI integration. Using an inductive approach, this study is based on a thematic analysis of ethical guidelines from six media outlets in French-speaking Belgium, along with nine semi-structured interviews. Interviews are conducted with journalists, editors responsible for AI tools, and innovation managers. Given the region's media concentration, our sample includes two major groups, IPM and Rossel, each owning a quality paper and at least one regional or popular publication. We also include the financial daily L'Echo (Rossel-Mediafin), which has completed its digital transition, offering a valuable comparison. Our results show that (1) media strategies for accountability vary from top-down to bottom-up approaches across news groups, with journalists’ roles in shaping AI accountability differing by newsroom. Additionally, (2) editors show greater concern than managers about automation's impact on journalistic work. Regarding values, (3) while transparency, independence, and autonomy are upheld, they are operationalized differently in the guidelines. Lastly, (4) human and environmental sustainability are not prioritized in ethical discussions. The research also suggests future research avenues, such as exploring AI's ethical implications in audiovisual journalism to expand the comparative framework.
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Rotili, L., Van Breusegem, C., & Descampe, A. (2025). Accountability and Generative AI in Small Media Markets: A Case Study of Legacy Media in French-Speaking Belgium. Regulation and Accountability in a Hybrid Media System: Content Creators, Algorithmic Plurality and Online Platforms, Prague - Charles University. https://hdl.handle.net/2078.5/246444