evidence: Finally, considering that A.I. is a complex niche topic that gradually gained wider media attention, it is not unlikely that a limited group of journalists and experts report about/comment on A.I. developments. RQ3, therefore, is: Who are the journalists and opinion leaders that produce A.I.-related news content? [...] Media interest in A.I. steadily increased over the past decade and nearly quadrupled from 2010 to 2015 (Fig. 1). While the overall number of articles covering A.I. is likely to be comparatively small in the overall daily output of most news outlets, the topic visibly attracted attention in just a few years. News content on A.I. issues also became longer and grew by ca. 39% from 2010 (M = 1003 words) to 2020 (M = 1394 words). The number of articles continued to increase until reaching a peak in 2018, before it started to decrease. This may indicate a "hype-cycle" for A.I., not unlike the media buzz around big data a few years earlier. [...] This would indicate that mainstream outlets are slightly more critical/negative about A.I. than their tech-focused counterparts. A potential explanation is the underlying political leaning of a news outlet. The NYT and the Guardian are considered to be more progressive and left-leaning in the U.S. and British media landscapes, which might explain a more critical outlook on tech businesses. Therefore, while they are part of the media mainstream, they should not be considered as fully representative of the same, since centre-right leaning outlets may differ in their framing of A.I. along the benefits-risks spectrum.