Noticias sin firma. La IA en las redacciones andaluzas y el dilema de la transparencia.

Marta Sánchez Hunt; Juan Carlos Figuereo-Benítez; Estefanía Cestino-Fernández

doi:10.65598/rps.5969

Authors

Marta Sánchez Hunt Universidad de Cádiz, Spain https://orcid.org/0000-0001-7321-5107
Juan Carlos Figuereo-Benítez Universidad de Sevilla, España
Estefanía Cestino-Fernández Universidad de Málaga, España

DOI:

https://doi.org/10.65598/rps.5969

Keywords:

Andalusian press, Artificial intelligence, Automated journalism, Journalistic authorship, Transparency in the media

Abstract

The emergence of artificial intelligence (AI) is transforming journalistic practices and reigniting debates on authorship, transparency, and professional ethics, particularly in contexts where its adoption remains incipient, such as in Andalusian newsrooms. This exploratory qualitative study, based on semi-structured interviews with journalists from the main newspapers in each province, examines the degree of AI integration, its areas of application, levels of human supervision, and the existence of transparency policies. The findings reveal a limited and uneven use, focused on support functions—such as transcription, proofreading, or layout—without delegating news production to automated systems. Human oversight remains total or predominant, reflecting a cautious stance towards reputational and editorial risks. The study also identifies the absence of protocols to distinguish between content produced by journalists and that assisted by AI, as well as a lack of policies informing the public about its use; only one newsroom reports communicating this explicitly. These results align with previous research highlighting a gap between technological adoption and the establishment of ethical frameworks, underscoring transparency as essential to sustaining public trust. In this context, AI functions more as a supportive tool than as an autonomous agent, highlighting the need for ethical policies, training programmes, and shared authorship models that ensure a responsible and professionally aligned implementation.

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Author Biography

Marta Sánchez Hunt, Universidad de Cádiz, Spain

Dr. Marta Sánchez Hunt
Expert in Communication, Artificial Intelligence, Advertising and Digital Marketing

Professional Profile:

PhD in Communication, researcher and lecturer specialized in political communication, social media, artificial intelligence and digital marketing. She holds an MBA in Fashion and Luxury Marketing Management.

Professional Experience:

University Teaching at the Faculty of Social Sciences and Communication, University of Cádiz – PSI

November 2025 – Present. Lecturer as a PSI in the Department of Marketing and Communication.

University Teaching at Centro Universitario EUSA Sevilla – Private University Lecturer

September 2025 – Present. Lecturer in the degree program in Advertising and Public Relations.

Marbella International University Centre (MIUC) – Private University Lecturer
Marbella, Spain | September 2023 – March 2025
She taught in the degree program Business Administration BA (Hons) in Politics and International Relations (360 UK credits), affiliated with the University of West London.
Courses taught in English:

British and European Politics
Understanding Global Political Problems
Identity Politics
Contemporary Political Theory

Classes were taught in an international environment with students of diverse nationalities.

Schellhammer Business School – Private University Lecturer
Estepona, Spain | February 2022 – May 2023
Lecturer in the following undergraduate programs:

Bachelor in Business Administration (BBA)
Bachelor in International Marketing (BBA)
Bachelor in Hospitality Management (BBA)
Bachelor of Arts in International Relations (BIR)

Courses taught in English:

Digital Marketing
Principles of Hospitality
Principles of Real Estate
Political Propaganda
Mass Media vs. Social Media
Hospitality Visits

Classes were taught in English in an international environment, focused on marketing, communication and business.

Academic and Research Experience

She has carried out several research projects on artificial intelligence, misinformation, media consumption, automated journalism (robot journalism) and communication strategies on social media. She has analyzed political communication on platforms such as Instagram and X (formerly Twitter), with studies on Kamala Harris, the death of Charlie Kirk and the conflict in Gaza. She has collaborated with universities and experts, such as Dr. Bamo Nouri (University of West London), the Faculty of Communication in Seville and Málaga, and the Faculty of Marketing and Advertising of the University of Cádiz in various research projects. She has participated as a speaker at national and international conferences on artificial intelligence, political communication and social media.

Featured Research

El dinero detrás del selfie: study on the economic clauses in influencer contracts in Spain.
Guerra de Hashtags: analysis of the communicative battle over Gaza on social media.
Kamala Harris en Instagram: study on her campaign strategy in 2024.
Impact of AI on the business models of the media industry.
Deepfakes and Grok: evaluation of the positive and negative effects of video generation through AI.

Skills

Social media data analysis.
Digital and political communication.
Artificial intelligence applied to media.
Marketing and monetization strategies in the fashion and beauty sector.
Academic research and high-impact publications.

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