Abstract
The emergence of technologies based on artificial intelligence is accelerating the digital transformation of media organizations, directly impacting work processes, the relationship with audiences, the generation of content, and the emergence of new professional profiles. It is also, and notably, transforming the processes of detecting and verifying false content. This descriptive-exploratory research analyzes the impact that the use of AI is having on the transformation of the public entity Radiotelevisión Española (RTVE). Through a literature review and interviews with RTVE executives and experts, it reveals the transformative impact of AI on the corporation, highlighting its use to generate new content and verify the authenticity of fake and deepfake videos. In this area, RTVE combines traditional methodologies with others based on AI and leads the development of several tools in collaboration with several universities. These tools have already yielded satisfactory results in detecting these misleading materials, reinforcing RTVE’s role as a guarantor of the veracity of information and increasing citizens’ trust in its content. Similarly, AI is reinforcing RTVE’s identity as a public service by facilitating the generation of automated content, which guarantees access to information in depopulated territories, and others that connect new generations with cultural content. The arrival of artificial intelligence will also generate in a short time a transformation of profiles and professional roles that adapt to this new reality.