In recent years, generative artificial intelligence (AI) has emerged as a transformative technology with the potential to reshape multiple sectors, including education, healthcare, industry, and environmental management. While its applications offer promising pathways for accelerating progress toward the United Nations Sustainable Development Goals (SDGs), they also raise significant ethical, environmental, and governance challenges. This chapter investigates how the relationship between generative AI and the SDGs is represented in the European digital press. The study combines quantitative and qualitative methods to analyse 295 news articles published between 2015 and 2025 in five Western European countries: Spain, Italy, the United Kingdom, Germany, and France. Articles were selected from the Factiva database using Boolean searches tailored to each country’s language and filtered for relevance based on keyword presence in headlines or lead paragraphs. The findings reveal a growing media interest in the intersection of AI and sustainable development, especially from 2020 onwards. Spain and Italy show the most consistent and positive coverage, while the UK and France adopt a more cautious or ethical lens. Key themes include AI’s potential in health, education, climate action, and smart cities, alongside recurrent concerns about bias, inequality, and environmental costs. The study concludes that the media not only reflect but also shape public discourse on AI and sustainability. Generative AI is largely portrayed as a catalyst for the SDGs, but its implementation must be guided by equity, transparency, and robust governance to ensure it serves inclusive and sustainable human development.