London: Newsrooms worldwide are confronting the implications of generative AI as technology giants like Google and OpenAI advance tools for summarizing information, potentially diverting traffic from traditional news sources.
According to a recent report from the Reuters Institute for the Study of Journalism, there is mounting global concern over the integration of artificial intelligence (AI) in news production. This poses fresh challenges for news organizations striving to engage audiences effectively.
The annual Digital News Report, drawing insights from surveys of nearly 100,000 individuals across 47 countries, sheds light on the hurdles faced by the news media in terms of revenue and sustainability.
The report identifies a significant level of consumer distrust toward AI-generated news content, particularly concerning sensitive topics like politics. Survey results indicate that 52% of US respondents and 63% of UK respondents feel uneasy about news primarily generated by AI. The survey, sampling 2,000 individuals per country, underscores that while there is skepticism about AI in content creation, there is greater acceptance of AI enhancing journalistic efficiency behind the scenes.
Nic Newman, senior research associate at the Reuters Institute and lead author of the Digital News Report, highlighted the public’s surprising level of suspicion: “People broadly had fears about what might happen to content reliability and trust.”
Worries about false news content online have increased by three percentage points since last year, with 59% of survey participants expressing concerns. This concern is particularly acute in South Africa and the US, where 81% and 72% of respondents, respectively, are worried, coinciding with upcoming elections in both countries.
Another substantial challenge for news organizations is the ongoing reluctance of audiences to pay for news subscriptions. Despite some growth during the pandemic, only 17% of respondents across 20 countries reported paying for online news, a figure stagnant for three consecutive years. In the US, a significant proportion of news subscribers may be paying reduced rates due to trials or promotions, with 46% paying less than the full subscription price.
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The report also underscores the rising influence of individual news personalities over traditional media outlets, particularly on platforms like TikTok. Among over 5,600 TikTok users surveyed who engage with news on the app, 57% primarily follow individual personalities, compared to 34% who follow journalists or news brands.
This trend emphasizes the imperative for newsrooms to cultivate direct relationships with their audiences and leverage social media platforms strategically to connect with harder-to-reach demographics, notably younger audiences.
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The Digital News Report canvassed opinions from respondents in the USA, UK, France, Argentina, and Brazil, prompting them to identify up to three mainstream or alternative news accounts they follow.
In the United States, the top 10 individuals cited by respondents are prominent for their political commentary rather than original reporting, featuring figures like Tucker Carlson, former Fox News anchor, Joe Rogan, host of a top Spotify podcast, and David Pakman, a progressive talk radio host.
