Newsrooms worldwide are grappling with the implications of generative AI as tech giants like Google and OpenAI develop tools that summarize information and potentially divert traffic from news websites.
A recent report by the Reuters Institute for the Study of Journalism highlights increasing global concerns about using artificial intelligence (AI) in news production, posing new challenges for newsrooms struggling to engage audiences.
The annual Digital News Report, based on surveys of nearly 100,000 people across 47 countries, provides insight into the news media’s obstacles in revenue and business sustainability.
The report found significant consumer distrust regarding AI-generated news content, particularly on sensitive topics such as politics. In the survey, 52 percent of US respondents and 63 percent of UK respondents expressed discomfort with news primarily produced by AI.
The survey sampled 2,000 individuals in each country. It noted that while respondents were wary of AI in content creation, they were more accepting of AI being used behind the scenes to enhance journalists’ efficiency.
Nic Newman, senior research associate at the Reuters Institute and lead author of the Digital News Report, noted the surprising suspicion among the public. “People broadly feared what might happen to content reliability and trust,” he said.
Concerns about false news content online have increased by three percentage points from last year, with 59 percent of survey respondents expressing worry. This concern is particularly pronounced in South Africa and the US, where 81 percent and 72 percent of respondents, respectively, reported being worried, coinciding with upcoming elections in both countries.
Another significant challenge for news organizations is the persistent reluctance of audiences to pay for news subscriptions.
Despite some growth during the pandemic, only 17 percent of respondents across 20 countries reported paying for online news, a figure that has remained unchanged for the past three years. In the US, a substantial portion of news subscribers are likely paying discounted rates due to trials or promotions, with 46 percent paying less than the full subscription price.
The report also highlights the growing influence of individual news personalities over traditional media organizations, especially on platforms like TikTok. Among more than 5,600 TikTok users who use the app for news, 57 percent said they primarily follow individual personalities, compared to 34 percent who follow journalists or news brands.
This trend underscores the need for newsrooms to build direct relationships with their audiences and strategically use social media platforms to connect with harder-to-reach demographics, such as younger audiences.
The Digital News Report surveyed people in the US, UK, France, Argentina, and Brazil, asking them to name up to three mainstream or alternative news accounts they follow.
The top 10 respondents in the US included figures like Tucker Carlson, a former Fox News anchor, Joe Rogan, the host of a popular podcast on Spotify, and David Pakman, a progressive talk radio host, who are more well-known for political commentary than for original reporting.
