Abstract
AI is revolutionizing the news industry. The relationship between tech companies and news organizations is gradually becoming dynamic and complex. Since news professionals are significant stakeholders, insights into their perceptions and aspirations can play a decisive role in these change implementations and the future media landscape. Therefore, this qualitative study, based on the Unified Theory of Acceptance and Use of Technology (UTAUT), is designed to: access the experiences of journalists with the growing popularity of GenAI; explore facilitators within news organizations; and investigate how journalists perceive the current and prospective role of GenAI in newsrooms. The author of this study utilizes an exploratory approach and thematic analysis to gain insights from 11 news professionals from 10 different news organizations across various fields: press, radio, and television broadcasting in Vietnam. The results indicate that, amidst the widespread availability of AI-powered technologies, there exists a gap between respondents’ high usage frequency and inadequate tedious support within media outlets. As a result, spontaneous informal “Peer Communication” is playing a critical role in shaping perceptions of GenAI's usefulness and promoting the effective adoption of GenAI in journalism. Additionally, the author also finds that journalists’ motivation to begin and continue to apply GenAI in newsrooms is “Performance Expectancy”, with a particular emphasis on operational “Efficiency” and practical “Capabilities”. Female journalists, especially, show heightened attention to “Social Influence”. These findings suggest systematic adoption, user-oriented in-house training, and multi-directional communication are necessary for fruitful GenAI integration in newsrooms.
Author Information
Doan Ngoc Thanh Tam, Ho Chi Minh City University of Economics and Finance, Vietnam
Paper Information
Conference: IICAH2025
Stream: Media
This paper is part of the IICAH2025 Conference Proceedings (View)
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To cite this article:
Tam D. (2025) Spontaneous GenAI Adoption in the Newsroom: Deficiencies and Strategies ISSN: 2432-4604 – The IAFOR International Conference on Arts & Humanities – Hawaii 2025 Official Conference Proceedings (pp. 337-352) https://doi.org/10.22492/issn.2432-4604.2025.29
To link to this article: https://doi.org/10.22492/issn.2432-4604.2025.29
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