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

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.