What question did this study set out to answer?

The research aims to map the adoption and perceptions of AI among communication professionals across Europe.

February 12, 2026New Media & Society0 citations

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

RCRuth S Contreras-Espinosa BSBertran Salvador-Mata MAMittzy Arciniega-Caceres

Key Points

The research aims to map the adoption and perceptions of AI among communication professionals across Europe.
Cross-national survey conducted with 797 professionals in eight European countries.
Survey included participants from journalism, marketing, audiovisual, public relations, graphic design, and education.
Data analysis utilized sociotechnical frameworks to understand AI adoption patterns.
88% of professionals experiment with AI, but integration into workflows varies significantly.
Younger professionals show the highest adoption rates, while journalists and educators exhibit the lowest.
ChatGPT is the most used AI tool at 77%, with Canva at 38%, followed by DALL·E and MidJourney at 27%.

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.

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