The present study investigates ethical issues related to utilizing artificial intelligence (AI) technologies in digital media from the stance of Iraqi media professors. The study explores the changes AI is bringing to journalism, focusing on content creation and its distribution and audience involvement. The study, applying a descriptive analytical method, collected its data by using a structured questionnaire, which was provided to a sample of faculty members selected purposefully from media departments at Iraqi universities. It is found that AI technologies evidence great potential for automating news production, media content management and interactions, however, they also introduce major ethical implications. These challenges can be classified into three established dimensions (logistical (e.g. data validity and privacy invasions), professional (e.g. loss of trust and transparency), and personal (e.g. adaptation of journalists’ work processes and AI tools abuse). It calls for revised ethical guidelines, to keep pace with digitalization, better training for media professionals and incorporation of AI education at all levels of education. The paper concludes by providing some practical advice to promote responsible and ethical AI deployment in digital media contexts.