While major news outlets strike a deal with OpenAI, the developer of ChatGPT, a significant number of readers remain skeptical about the use of artificial intelligence (AI) in delivering news reports, according to the latest Reuters 2024 Digital News Report.
The Reuters survey explored consumer attitudes toward the use of AI in the news, among other topics. The survey was supported by qualitative research in three countries (the United Kingdom, the United States, and Mexico).
According to the report, news organizations that have adopted AI use the technology primarily to reduce costs and generate more “personalized content” while being cautious not to compromise readers’ trust.
The ability of AI, particularly Generative AI (GenAI), to produce “content” or, in journalistic terms, news stories in a matter of seconds seems irresistible, especially for generating listicles of evergreen content.
The Reuters report highlighted Nordic publishers, including Schibsted, which have been publishing AI-generated “bullet points.” A German publisher employs an AI robot responsible for 5% of its published stories.
AI-generated content is not limited to text. Increasingly, companies are using it for images or illustrations that accompany news stories. Popular imaging platforms such as Midjourney and OpenAI’s DALL-E are now being utilized by publishers in some countries.
The trust currency
However, as trust is the currency in news delivery, responses from 28 countries conveyed an unfavorable reaction to the use of AI, even with human oversight.
The report also underscored that content farms are using AI to rewrite news, often without permission and without human checks in the process.
Respondents expressed less discomfort if AI is used to assist journalists, such as transcribing interviews or summarizing materials for research. The human element remains crucial, and the survey shows that readers may be open to technology use as long as there is human oversight.
Comfort levels about different uses of AI are higher among people who have read or heard more about it, even if many remain cautious.
“This suggests that, as people use the technology and find it personally useful, they may take a more balanced view of the risks and benefits going forward,” the report noted.
While there is some openness to journalists using AI to aid their work, readers prefer disclosures, and publishers need to be more cautious with synthetic content.
Thumbnail image is AI-generated