Media, platforms and generative AI: trends and associations in european information sources between 2022 and 2025

Authors

  • Rafael Braza Delgado University of Cádiz
DOI: https://doi.org/10.6018/trenden.715371
Keywords: information diet, media repertoires, digital platforms, generative artificial intelligence, social communication, Eurobarometer

Abstract

Introduction: This article examines the reconfiguration of the European information diet between 2022 and 2025 from the perspectives of social communication, media repertoires and platformization. Its aim is to analyze the continuity of traditional media, the growth of digital platforms, the expansion of audiovisual and audio formats, and the emergence in 2025 of a generative AI-based information source. Methodology: The study uses secondary microdata from three Flash Eurobarometers —ZA7903, ZA8777 and ZA9078— through a quantitative, observational, descriptive-associational and comparative design. The analysis combines weighted percentages, adjusted logistic models with country fixed effects, digital diet and information source diversity indices, co-use analysis and country-level ecological associations. Results: Television remains the most prevalent information source in 2025, although it shows a relative decline compared with 2022. Social media/blogs, video platforms and podcasts increase in both descriptive and adjusted terms. The generative AI-based source, available only in 2025, remains a minority source and is more strongly associated with video, social media, search engines and podcasts than with the television-radio block. Conclusions: The European information diet is not shifting linearly from television to generative AI; rather, it is being reorganized as a hybrid, multichannel and territorially uneven repertoire, structured by a persistent traditional layer, an expanding platformized layer and an emerging generative layer.

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Author Biography

Rafael Braza Delgado, University of Cádiz

A marketing professional and researcher with over 20 years of experience in both academic and corporate environments, with a strong technical and strategic background. Holds a Ph.D. in Marketing (ongoing) from the University of Cádiz, a Master’s Degree in Technologies for Market Research and Marketing from the University of Granada (2024), and a Telecommunications Engineering degree from the Polytechnic University of Madrid.

In academia, collaborations include institutions such as the Universitat Oberta de Catalunya, where courses in Marketing Fundamentals and Digital Marketing are taught, and the Universidad Internacional de Valencia, focusing on subjects such as Marketing Management and Business Digitalization. Additionally, experience was gained at the Complutense University of Madrid, teaching subjects like Advertising, Marketing Strategy, and Market Research.

Furthermore, teaching has been provided at OBS Business School, covering Commercial Communication and supervising Master’s theses, along with specialized training in Digital Marketing and Artificial Intelligence.

In the corporate sector, a distinguished career has been developed at Telefónica España, holding roles such as Key Account Manager, Marketing Strategist, and Market Research Lead. Responsibilities have included managing relationships with large clients, planning marketing strategies, conducting market analysis, and leading innovative projects.

Research focuses on digital transformation, artificial intelligence, and their impact on consumer behavior and business performance. Known for the ability to integrate academic theory with practical applications, contributing to innovation and knowledge development in strategic marketing and business management.

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Published
09-06-2026
How to Cite
Braza Delgado, R. (2026). Media, platforms and generative AI: trends and associations in european information sources between 2022 and 2025. International Journal of Advertising, Consumer Culture and Brands, 1, 1–24. https://doi.org/10.6018/trenden.715371
Issue
Vol. 1 (2026)
Section
Artículos
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