Artificial intelligence as a strategic resource for journalism entrepreneurship: perceptions of the entrepreneurial mindset and decision-making

Hada M. Sánchez Gonzales; Manuel Jesús Cartes-Barroso; Khadija Ftah Ftah

doi:10.26441/RC25.1-2026-4347

Authors

Hada M. Sánchez Gonzales Universidad de Sevilla (España) https://orcid.org/0000-0001-5078-2184
Manuel J. Cartes Barroso University of Extremadura (Spain) https://orcid.org/0000-0003-1768-275X
Khadija Ftah Ftah University of Seville (Spain) , University of Seville (Spain) https://orcid.org/0009-0008-6373-6724

DOI:

https://doi.org/10.26441/RC25.1-2026-4347

Keywords:

Journalism, Artificial intelligence, Decision-Making, , Entrepreneurial mindset, Training, Communication

Abstract

Purpose. Artificial intelligence (AI) is redefining the dynamics of entrepreneurship in Journalism not only as a tool, but as a strategic ally in decision-making. Methodology. To address this transformation, the study adopts a mixed-methods design with an explanatory sequential structure. In the first qualitative phase, the perceptions of 13 experts from the journalistic, entrepreneurial, and academic fields across seven countries were explored in depth through semi-structured interviews. In the second, quantitative phase, a survey was conducted with 280 journalism and communication students in Spain (n = 217) and the United States (n = 63), with the aim of complementing and contrasting the initial findings from the students’ perspective. Results and conclusions. The results converge on a central idea: AI can enhance entrepreneurial confidence by optimizing processes and reducing risks, although it cannot replace essential competencies such as emotional intelligence, critical thinking, or leadership. Despite its potential, excessive dependence on this technology may limit creativity and entrepreneurial vision, underscoring the need for balanced training that combines human and technological skills. In this regard, higher education plays a key role in the ethical and pedagogical integration of AI. Original contributions. This study offers a critical perspective on the impact of AI in entrepreneurship and raises questions about its integration in education, opening new lines of research on its role in fostering autonomy and creativity among future entrepreneurs.

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Author Biographies

Hada M. Sánchez Gonzales, Universidad de Sevilla (España)

Doctor of Journalism. Full Professor at the Universidad de Sevilla. Director of the Communication Projects Laboratory (LabProCom) and of the GIATI-HUM212 Research Group on Innovation and High Technology in Information and Social Communication. Her research focuses on journalistic innovation, artificial intelligence, digital entrepreneurship, disinformation, fact-checking, transmedia storytelling, and digital political communication strategies. https://orcid.org/0000-0001-5078-2184, misago@us.es
Manuel J. Cartes Barroso, University of Extremadura (Spain)

International Ph.D. in Communication. Professor at the Faculty of Documentation and Communication Sciences and member of the research groups “Área de Comunicación” and “Alta Tecnología en Información y Comunicación Social” (Universidad de Sevilla). His main lines of research are specialised journalism, corporate communication, technological innovation and brand journalism. https://orcid.org/0000-0003-1768-275X, mcartes@unex.es
Khadija Ftah Ftah, University of Seville (Spain), University of Seville (Spain)

Pre-doctoral researcher in the inter-university PhD Programme in Communication and a member of the Innovation and High Technology in Information and Social Communication (GIATI) research group at the University of Seville. Her research expertise lies in the analysis of social issues through the framework of journalism and communication studies. Currently, her work is primarily devoted to investigating media representations of entrepreneurship among individuals with disabilities, with a particular focus on narrative structures and discursive strategies. http://orcid.org/0009-0008-6373-6724 , khadijaftahcb@gmail.com

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