Abstract
Introduction. The article examines practices of artificial intelligence (AI) use among representatives of Ukrainian online media and their role in content production, editing, visualization, and distribution. The focus is placed on the frequency of generative AI use, the tasks delegated to such systems, perceived effectiveness, and professional risks.
Relevance of the study. The topic is relevant because AI tools are rapidly spreading across the media environment while stable newsroom rules for their use remain underdeveloped. The purpose is to identify AI-use practices among representatives of Ukrainian online media, deter-mine the main delegated tasks, subjective assessments of perceived effectiveness and integration barriers, and compare selected indicators by media audience size.
Methodology. The study combines analysis and synthesis of scholarly literature, a question-naire survey, descriptive statistics, comparative analysis, and interpretive approaches. The ac-tive survey period lasted from 7 April to 28 May 2026. Invitations were distributed by e-mail to media selected through a media register, the Ukr.net media catalogue, and verification of media websites. Of 27 returned questionnaires, one was excluded because the AI-related block was left unanswered; the final analytical sample was n = 26.
Results. Daily use of generative AI was reported by 34.6% of respondents and several-times-a-week use by 19.2%. The most frequently delegated tasks were drafting article or blog-post frameworks (65.4%), generating visual materials (57.7%), and editing existing content (50.0%). The mean subjective rating of the perceived effectiveness of AI-generated content was 6.15 out of 10 (median = 7). A descriptive comparison by audience size showed a higher share of regular AI users among media with more than one million monthly users; however, the small subgroup sizes do not allow this pattern to be interpreted as a statistically significant relationship.
Conclusions. Within the studied sample, AI is used primarily as an auxiliary tool rather than as an autonomous author. The main barriers concern copyright, loss of human creativity, unstable output quality, and ethical risks. The findings describe the practices of the surveyed media representatives and should not be generalized to the entire Ukrainian media market.
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