Scepticism among consumers regarding AI-generated news content, particularly on sensitive topics such as politics, remains pronounced. A recent report by the Reuters Institute for the Study of Journalism has highlighted growing global concerns regarding the use of artificial intelligence (AI) in news production and its potential implications for misinformation.
The institute's annual Digital News Report, based on surveys conducted across 47 countries with nearly 100,000 participants, underscores significant challenges faced by newsrooms striving to engage audiences effectively.
According to the report, 52 per cent of respondents in the United States and 63 per cent in the United Kingdom expressed discomfort with predominantly AI-produced news. The survey, which involved 2,000 respondents per country, indicated a more favourable perception of AI when used behind the scenes to enhance journalistic efficiency.
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Google, OpenAI Posing Major Challenge
Released on Monday, the report reveals that news media worldwide are grappling with the advent of generative AI technologies. Companies like Google and OpenAI are pioneering tools capable of summarising information and diverting traffic from traditional news outlets, posing a new frontier for the industry.
Nic Newman, senior research associate at the Reuters Institute, noted, "It was surprising to see the level of suspicion. People broadly had concerns about the potential impact on content reliability and trust."
Fake News Concerns Increase
Additionally, the report highlights a three-percentage-point increase from the previous year in concerns over fake news content online, with 59 per cent of respondents expressing worry. This concern was particularly acute in countries like South Africa (81 per cent) and the U.S. (72 per cent), both of which face imminent elections this year.
Another significant challenge identified in the report is the reluctance of audiences to pay for news subscriptions. Despite a slight increase during the pandemic, only 17 per cent of respondents across 20 countries reported paying for online news—a figure that has remained stagnant for the past three years. Notably, a substantial portion of U.S. news subscribers benefit from discounted rates, with 46 per cent paying less than full price due to promotional offers or trial subscriptions.
Moreover, the report sheds light on the evolving landscape of news consumption, where social media influencers on platforms like TikTok are increasingly shaping how news is disseminated. In a survey involving over 5,600 TikTok users, 57 per cent indicated a preference for individual personalities over traditional journalists or news brands.
Commenting on these findings, Nic Newman emphasised the need for newsrooms to forge direct connections with their audiences while strategically leveraging platforms to engage younger demographics. "These influencers play a significant role in shaping news consumption patterns," Newman stated.
The report also identified notable personalities influencing news consumption habits on TikTok, such as Vitus "V" Spehar, who has amassed 3.1 million followers with a distinctive approach to delivering daily headlines.
Conducted in the US, UK, France, Argentina, and Brazil, the Digital News Report asked participants to name up to three mainstream or alternative news sources they follow. Notably, the top personalities cited in the US primarily offered political commentary rather than original news gathering, including figures like former Fox News anchor Tucker Carlson, podcast host Joe Rogan, and progressive radio host David Pakman.
As concerns over AI's role in news production continue to grow, the report underscores the urgent need for newsrooms to navigate these challenges while preserving trust and credibility among their audiences.