The Hall of Events of the Universidad Europea del Atlántico (European University of the Atlantic, UNEATLANTICO) hosted the III Days of Artificial Intelligence: Opportunities and Challenges in the Media, a meeting focused on identifying which elements are key for the media to integrate AI effectively and responsibly.
The day began with a welcome from Luis Barquín, director of the regional multimedia group eldiariodecantabria.es, who emphasized that artificial intelligence is already part of the present of journalism. In this vein, the speakers agreed that the real challenge is not technological but strategic: how to apply AI without losing its informational essence.
One of the highlights was the intervention of Juan Zafra, CEO of CLABE (Open Publishers Club), who argued that AI should be incorporated throughout the media value chain, from production to business management. Furthermore, he insisted that trust and credibility must remain the central axis, betting on useful and relevant content for citizens.
For her part, Leticia Barquín, a journalist specializing in parliamentary politics at EsRadio, focused on the balance between technology and human criteria. Although AI allows processes such as transcription or information retrieval to be automated, he warned that the risk is in relying entirely on it and losing the journalist’s own voice.
Another key aspect addressed was the use of AI to improve content quality. Sergio García, a journalist at Soria Noticias stressed that these tools should serve to free up time and allow professionals to focus on analysis and information depth.
Also, Isabel Pérez, responsible for SEO in Público, pointed out the importance of reinforcing the “human signature” as a differential value, while Clara Soteras, expert in digital media insisted on the need to abandon the logic of volume and bet on valuable content that will convince the audience.
The meeting was also attended by Manuel Masías, director of UNEATLANTICO’s Higher Polytechnic School, Marc Cruells expert in AI and SEO, Lluis Lázaro digital consultant at Modernet Digital, MJ Cachón director at Agencia Laika and Luis Collado Senior Manager at Google, together with other professionals of the sector who participated in round tables and presentations.
The days ended with a shared idea: AI will not replace journalism, but it will transform its practice profoundly. The future of media is about combining technology, professional judgment, and a strong relationship of trust with users.