Generative artificial intelligence (GenAI), which involves the creation of automated content in any format, has become a challenge in journalism. This technology is forcing us to rethink the traditional ethical postulates of the journalistic profession. This study analyses the impact of GenAI on journalism from an ethical perspective. To this end, it examines the perceptions of professionals by means of a survey of journalists (N = 324) and in-depth interviews with those responsible for the ethical use of artificial intelligence in ten relevant media outlets in Spain. The main problems and challenges posed by using this technology in journalism, as well as the measures taken to implement responsible use in newsrooms are addressed. Among the main findings, the survey respondents highlight the lack of verification of automated news as the main problem of GenAI, while those responsible for its ethical use highlight its biases. For both groups
of professionals, the establishment of ethical guidelines and training for newsrooms are two key actions that need to be taken for the responsible use of this technology to be achieved. This study is the first to analyze perceptions of the ethical impact of GenAI in one of the European countries belonging to the polarized pluralist model.