Deepfakes, as artificially manipulated content, are one of the most significant issues in the world of (dis)information today. However, we must also acknowledge the benefits that artificial intelligence (AI) is bringing to the world of information. There are now numerous examples worldwide of AI becoming an integral part of the daily work of media professionals, from writing news articles about specific events to creating visuals for people or things that could not be realized without the help of an application.

As artificial intelligence continues to evolve, its application in journalism and media is transforming traditional practices. For instance, AI-powered tools can analyze vast amounts of data at unprecedented speeds, enabling journalists to uncover stories that might have otherwise remained hidden. Investigative journalism, in particular, has benefited from AI tools that can sort through large datasets to identify patterns, trends, or anomalies, such the tool created by a Filipino journalist which help reporters to uncover instances of mismanagement or corruption in lengthy documents. AI tools such as these has the potential to revolutionize how stories are reported, providing deeper insights and more comprehensive coverage.

Since the public is shaped by the information it receives through the media, AI tools play a particularly important role in information. However, there are many doubts about the role of AI in media and journalism in general. Critics argue that a reliance on AI too much might compromise the human element of storytelling, which includes cultural context, empathy, and ethical judgment. Yet, despite the skepticism, there are already movements from newsrooms to incorporate AI tools for content generation, striking a balance between human oversight and technological efficiency.

A study involving over 100 media organizations from 46 countries regarding the use of AI tools in their work concluded that more than 75% of them had already started using AI tools. This study of London School of Economics shows that media professionals most often cited two reasons for using AI more: the low cost of content generation thanks to AI tools and the use of these tools without the need for specific technological skills. This development of technology could be seen as a survivor for smaller media outlets, local and regional media in an era when resources are limited and newsrooms are contracting.

In the United Kingdom, Newsquest, the UK’s second biggest regional news publisher, has published thousands of articles written with the assistance of artificial intelligence, and last year, this media company created a new position within the newsroom, AI-powered reporter, with the primary goal of expanding the use of AI in newsrooms. Newsquest now has several AI-assisted reporters and continues to grow this team by creating new job positions. This reflects a trend in the newsroom, where AI is being used more and more to automate repetitive tasks, freeing up journalists to work on more intricate and creative areas of news reporting.

An interesting example is also the case of British journalist Sophia Smith Galer, who has trained an AI model to create a chatbot that helps journalists make vertical videos. She named this application Sophina. This application is a prime example of how artificial intelligence (AI) may be utilized to improve content creation while also offering creative solutions that simplify journalists’ tasks.

To get the most out of AI tools like ChatGPT, Copilot, Adobe Firefly, etc., media professionals need to be trained to write a good prompt correctly so that they can include AI as effectively as possible and be ethical in their work. So, understanding how to write right prompts can significantly improve the quality of AI-generated content, making it more relevant and accurate. Of course, there is the possibility of misusing these many opportunities offered by AI, as was the case with a journalist in the United States who had created fake quotes and articles using AI tools. Therefore, media companies must work with their employees to prevent this misuse by preparing them to use AI tools ethically. They must take proactive initiatives to educate their employees on the advantages and drawbacks of AI, emphasizing the significance of transparency and accountability.

Despite doubts and skepticism about the use of artificial intelligence, one thing is certain, AI will play an increasingly important role in our lives every day because AI is constantly evolving, changing, and improving. As AI becomes more sophisticated, its integration into newsrooms will likely expand beyond just content creation. Therefore, media companies should also engage AI experts to first understand the opportunities offered by this technology and then implement AI tools to fulfill their goals and objectives. Specific AI tools for journalists are being developed rapidly. Newsrooms and journalists can save time and money by using these tools to write, create various media content, including audio, video, etc.

Therefore, to prepare for the new era of journalism, journalists must be skilled in using AI tools, to understand what they can do, what the risks are, learn how to minimize them, and how to use them ethically and responsibly to create content that aligns with professional journalism standards.