IA: aid tool or threat to journalism in the Balkans

Artificial intelligence (IA) is gradually becoming part of the daily work of journalists throughout the Balkans, from transcripting interviews to analyzing data or producing media content. However, while some media professionals see it as a tool that can improve journalism, others warn it could damage quality and trust in the media, DW reports. Periscope.

Global trends show this transformation is already under way. According to an analysis by Reuters Institute, 87 percent of respondents said that starting in 2024 their news editors have been partially or fully transformed by the use of artificial intelligence.

However, adopting these new technologies in the media in the Western Balkans is advancing at a different rate. Research shows that editorials in the region are still in the early stages of integrating these tools. Journalists use them most frequently to automate routine tasks, process large amounts of information, and accelerate production processes.

Any technological revolution inevitably changes almost every aspect of society, and journalism is among the first to feel these changes,” says Dejan Rakita, journalist at the investigative medium “Gerila” in Banja Luka.

According to him, the introduction of artificial intelligence tools into the media landscape of the Western Balkans is opening new dilemmas, especially in environments where independent journalism has long faced political and economic pressures.

Professional and independent practitioners accept this technology as a support tool, a tool that can improve research and accelerate certain work processes,”, it says.

Artificial intelligence as a tool, not as an editor

In Montenegro's Radio and Television (RTCG) artificial intelligence is already used in daily editorial work. However, as Vladan Jeknia, an adviser for public relations in this institution, explains, her role remains strictly limited.

“We use artificial intelligence primarily as a support tool in production processes,” he says.

According to Jeknik, the IA helps transliterate interviews and programmes, in research and storing large quantities of audio and video materials, and in technical processing of content. But there is a clear limit.

“IA has no editorial role. The responsibility for the content remains exclusively with journalists and editors. ”

RTCG is also the first public broadcaster in the region to have approved an Ethical Code for use of artificial intelligence. According to Jeknikq, the purpose of this step is to establish standards for responsible use of new technologies in journalism.

A public broadcaster's “Role is to set standards for professional responsibility in new technology circumstances,” says Vladan Jeknic, adding that competition for clicks and for the speed of publication are increasingly dominate the media industry.

Two Different Realitys in the Media

The way media use artificial intelligence in the region is very different. Some editorials view it as a means to improve journalistic work, while others use it as a replacement for it.

Banja Luka journalist Dejan Rakita believes that this is where the main difference lies. The responsible media use the IA to strengthen journalism,” he says. Adding, however, that much of the media landscape in the region uses technology in various ways.

Very transparent-owned portals view the IA as replacing journalist's work. Instead of artificial intelligence being a tool, it becomes a machine for mass generation production. ”

In a region where independent journalism has long been exposed to political and economic pressures, such practices can further weaken the already fragile media ecosystem.

Priorities for Greater Editorships

Boban Tomie, professor of Media and Communication in Belgrade, says the use of artificial intelligence in journalism depends largely on the capacities of each editorial.

The most developed editorials in the larger media use advanced IA generation tools that help in the process of creating and editing journalistic texts,” explains.

According to Tomic, these tools enable journalists to prepare news, reports and articles faster, significantly improving investigative work as well.

The speed with which Artificial Intelligence can be accessed to the sources of information is much greater than one single person can achieve, he says.

Besides producing texts, artificial intelligence is increasingly used to create audio-visual content, from voice and video to graphical elements.

However, the professor warns that this technology also poses dangers. “IA may be a good servant, but a bad god.” According to him, the greatest danger stems from the knowledge and understanding of people who use these technologies.

Small editorials and new technologies

In northern Macedonia, adoption of these technologies is still in an early phase. Analysis “Artificial Intelligence in the Media of North Macedonia* shows that Artificial Intelligence is used more as a support tool in editorial work, not as a strategic source. In practice, journalists use it to investigate subjects, analyze trends, or prepare media formats, while the lack of regulated editorial policies often transfers responsibility for the ethical use of technology to each journalist.

Vesna Ivanovska-Ilievska, editor of the Macedonian medium “U n MNO.mk”, says Artificial Intelligence is already becoming an inevitable part of the journalism profession. “The query is no longer if IA is used, but how is it used” says Ivanovska-Ilievska

Especially in small editorials that often face lack of staff, new tools can significantly support the production process. According to her, though, transparency is essential.

We don't publish texts that are fully generated by IA. Every time we use IA, we make it clear that graphics, illustrations, or translations were created with artificial intelligence and specifying which platform was used.” Only with such an approach, she says, can audience confidence be preserved.

Speed and Efficiency - And New Risks

According to analysis of media developments in the region the biggest benefit of artificial intelligence use is increased efficiency in editorial work. Journalists say this technology helps them process information faster, analyse data and automation routine tasks. At the same time, however, serious ethical dilemmas are emerging.

One of the greatest concerns is the possible spread of inaccurate or manipulating content. Deepface videos, automatically generated text and manipulated photos can create new media manipulation forms.

“The greatest risk is the spread of incorrect or manipulating content,” warns prof. Jecnie, adding that media organisations should clearly determine the responsibilities of using these technologies.

“If IA is used in the context creation process, it should be made clear what is generated by IA.”

Journalists like “intelligence editors”

One of the biggest changes Artificial Intelligence has brought about is transforming the very profession of journalism. Research shows that journalists are increasingly becoming a type of “intelligence editors”, combining human creativity with algorithm speed.

This means that journalists must develop new skills, from data analysis and fact verification, to understanding algorithms and critical use of IA tools. Without these capabilities, experts warn, editorials are at risk of falling behind technological developments.

Will You Replace IA Journalists?

The question of whether artificial intelligence will replace journalists is often raised in media discussions. At the moment, most experts believe this will not happen.

A survey of 20 media journalists and professionals from the Western Balkans Albania, Kosovo, Northern Macedonia, Serbia and Montenegro shows that 80 percent think IA cannot replace journalists, while 20 percent believe it can replace certain media professions.

Artificial intelligence may help write short news, financial reports, or analyze data. But it still cannot replace the context, critical thinking and investigative work that are the essential elements of journalism.

The conclusion in which many media professionals in the region achieve is that artificial intelligence will not replace journalism, but will undoubtedly change the way it is practiced. “The IA can help,” say the region's journalists, “but true journalism remains a human effort. ”/Periscope