This year’s Prague Media Point conference grappled with this pressing question, offering a deep dive into the ways AI is transforming journalism while exposing vulnerabilities in the media landscape. Two years after the debut of tools like ChatGPT, AI has made its mark, enabling fast paced innovation in newsrooms. Yet, it has also amplified existing divides, from regional disparities in adoption to ethical challenges surrounding transparency and accountability.
AI widens the gap in media practices across regions
Two years since the introduction of ChatGPT and similar AI tools, journalism is still reliant on human intervention for producing credible content. AI has undoubtedly reshaped the profession, altering workloads and opening new possibilities, yet challenges persist. Marius Dragomir from the Media and Journalism Research Center observed that the rise of AI has contributed to the erosion of traditional journalism’s space in an information ecosystem dominated increasingly by content creators.
Regional disparities are among the most pronounced divides in adopting AI for media purposes. Scandinavian outlets are leading innovation, developing bespoke AI tools for tailored needs, while Central Europe remains skeptical, prioritizing factual accuracy and public trust. In contrast, smaller Balkan newsrooms are embracing AI to overcome capacity challenges. The conference highlighted that these smaller outlets, despite limited resources, could become primary beneficiaries of widely accessible AI tools if equipped with basic IT expertise. Their adaptability offers a potential bridge to narrow gaps in the media landscape.
Urgent need for ethical standards in AI usage
The ethical implications of AI emerged as a recurring topic during the conference. Speakers emphasized the pressing need to establish consensus on ethical guidelines for AI in journalism. Asya Metodieva from the Thomson Foundation noted the rush to implement AI without proper discourse on its ethical dimensions, leaving organizations to adopt ad hoc approaches. Dragana Obradović from BIRN Serbia stressed the importance of internal guidelines tailored to each newsroom’s capabilities and objectives.
Transparency remains a critical issue. Journalists relying on AI often lack visibility into the sources behind generated outputs. Upholding traditional personal accountability is paramount, as AI tools inherit the biases of their developers, as highlighted by Milica Pesić of the Media Diversity Institute. This raises concerns about AI replicating and amplifying biases, undermining public trust further.
Another overlooked aspect is the environmental impact of AI, with tools like ChatGPT consuming significantly more energy than traditional methods. This carbon footprint issue was highlighted as a crucial factor in assessing AI’s sustainability.
Collaboration between academia and media for AI literacy
Prague Media Point underscored the necessity of reforming journalism education to incorporate AI literacy. Current and future journalists must retain core skills such as ethical responsibility, critical thinking, and source verification. These competencies not only sustain journalism’s relevance but also empower professionals to harness AI effectively as a complementary tool rather than a replacement.
Speakers encouraged a positive narrative around AI experimentation in both newsrooms and academia. Sharing best practices can foster innovation tailored to specific needs, boosting productivity and improving workflows. Universities, meanwhile, must create flexible systems to train students and educators in the responsible use of AI.
Newsroom leaders were urged to invest in upskilling staff, focusing on ethical AI use and experimental strategies. Research suggests that understanding and managing AI tools remain limited, particularly in Central Europe, underscoring the need for targeted initiatives.
Safeguarding free information spaces in the AI era
AI exacerbates existing challenges in maintaining a free and fair information space. While it holds the potential to inform citizens and strengthen democracies, unchecked AI use could also distort public discourse. Matthias Pfeffer from the Council for European Public Space warned about the risks of AI being weaponized by populists or tech companies for their agendas.
The conference advocated for a European-led approach to balancing innovation and regulation. Europe’s robust regulatory framework positions it as a potential global leader in ethical AI deployment. However, this requires proactive, smart governance focused on current realities rather than speculative, science fiction scenarios.
Local efforts, including fostering self-regulation among journalists and readers, were highlighted as essential to complement top-down regulations. Adriana Dergam of the Prague Centre for Media Skills emphasized that regulations must prioritize human and societal needs to remain effective.
Investigative journalism benefits most from AI
AI’s capacity to process vast datasets efficiently has made it invaluable for investigative and data-driven journalism. Pierre Romera Zhang from the International Consortium of Investigative Journalists highlighted how AI tools streamline work by generating hypotheses, detecting fraud, and sorting through massive amounts of data.
Practical examples presented at the conference included AI’s role in analyzing social media for signs of drug-related activity, creating open-source political funding databases, and uncovering patterns in corruption investigations.
