Artificial Intelligence (AI) is increasingly used in the media industry, for instance, for the automatic creation, personalization, and distribution of media content. This development raises concerns in society and the media sector itself about the responsible use of AI. This study examines how different stakeholders in media organizations perceive ethical issues in their work concerning AI development and application, and how they interpret and put them into practice. We conducted an empirical study consisting of 14 semi-structured qualitative interviews with different stakeholders in public and private media organizations, and mapped the results of the interviews on stakeholder journeys to specify how AI applications are initiated, designed, developed, and deployed in the different media organizations. This results in insights into the current situation and challenges regarding responsible AI practices in media organizations.
