Media Experts Urge Greater Journalistic Ethics  as AI-driven Efficiency Rises

From Wan Muhammad Aslah Wan Razali

SEOUL, Nov 16 (Bernama) -- As Artificial Intelligence (AI) tools significantly enhanced journalism reporting by quickly processing vast data, media industry players have called for enhanced journalistic integrity and accountability.  They have cautioned against the risks of misinformation.

Addressing the dual nature of AI, Harvard University’s Nieman Foundation for Journalism, curator Anne Marie Lipinski, expressed concern over the spread of deep fakes, particularly their impact on political discourse and public trust. 

During her presentation session at the final day of the 2024 KPF (Korea Press Foundation) Journalism Conference on Friday, she emphasised the crucial need for journalists to understand and effectively utilise these technologies while maintaining rigorous ethical standards and transparency.

She cited examples from the recent United States (US) presidential election, where deep fake videos of Vice President Kamala Harris and manipulated images of former President Donald Trump circulated widely, spreading misinformation. 

“Despite efforts to fact-check and expose these falsehoods, many people continue to believe and share them,” she said, highlighting a growing disconnect between verified information and public perception.

Lipinski called for newsrooms to establish ethical guidelines for AI use, ensuring that the technology serves to enhance, rather than undermine, journalistic integrity. 

Presenting successful applications of AI in journalism, she mentioned that the New York Times had used AI to analyse over 400 hours of recorded meetings among right-wing groups, revealing attempts to interfere with the US presidential election. 

Similarly, she said that the Washington Post developed a tool called Paystacker to identify misleading political ads, and in the Philippines, journalist and Nieman fellow Jaemark Tordecilla designed a custom GPT to sift through government audit reports for potential corruption, significantly reducing research time.

"AI offers exciting possibilities for journalism, but it is crucial that we approach this tool with both enthusiasm and caution," 

"The challenge is to harness AI's capabilities to uphold the core values of journalism: accuracy, accountability, and the public's right to know,” she added.

Meanwhile, in another presentation, Aspen Institute Executive Director, Vivian Schiller highlighted the urgent need for the media to better serve its audience to sustain itself and build trust. 

She emphasised that without this focus, promising new business models and emerging opportunities in the media sector would fail to thrive.

She cited the 2016 presidential election, noting the media's failure to anticipate Donald Trump's decisive victory due to inadequacy in polling and a broader disconnect between mainstream media and the American population. 

“Much of the national media are bias,” she explained, not in favour of specific candidates, but in promoting a worldview that may not resonate with the wider public.

Schiller pointed out two key issues plaguing the media: a lack of connection with diverse audiences and the diminishing value of truth-telling. 

Many people are driven by feelings and preconceived beliefs, which often overshadow factual reporting. 

This phenomenon, she said, begs the troubling question of whether journalism still matters in the eyes of the public.

She also addressed the role of AI in journalism, advocating for its responsible use. 

In the presentation she provided examples of AI-driven initiatives enhancing reporting and audience engagement, such as the Times of India's personalised content recommendations and the Norwegian Broadcasting Corporation’s (NRK's) AI-generated news summaries. 

She added that these innovations offer valuable tools for newsrooms to adapt and thrive in the digital age.

-- BERNAMA