AI anchors appear on Serbian TV news without disclosure, journalists' association reports

Serbia's Journalists Association (UNS) has reported a new development in media: artificial intelligence news anchors have appeared on Happy TV. The AI presenters, introduced with Serbian names Bojana Filipović and Marko Popović, read the news without viewers being informed that they were generated by AI.

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AI presenters are not replacements for journalists, editors, and other media professionals, but their role is to improve the way content is presented and contribute to greater efficiency in production processes.

This marks the first instance in Serbia where AI presenters have been used on a nationally broadcast television channel instead of human journalists. The UNS highlighted that the EU's AI Act requires viewers to be informed when content is generated or presented using AI, a standard that will eventually align with Serbian legislation.

Happy TV representatives explained to UNS that the AI presenters are not intended to replace journalists, editors, or other media professionals. Instead, their role is to improve content presentation and increase production efficiency. The television station asserted that journalists, editors, and expert teams remain responsible for preparing, verifying, and editing all information according to professional and ethical standards.

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Behind every published piece of information, there are still journalists, editors, and expert teams who prepare, verify, and edit the content in accordance with professional and ethical standards.

They view AI technology as a tool that can enhance user experience and open avenues for new communication formats. Happy TV believes the future of media involves collaboration between humans and technology, emphasizing that their innovations are introduced thoughtfully, transparently, and responsibly to serve the public with higher quality information. While Serbian law currently lacks specific regulations for AI television hosts, the UNS points to the upcoming alignment with EU legislation.

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We believe that the future of media involves the collaboration of people and technology. Therefore, we introduce innovations thoughtfully, transparently, and responsibly, with the clear goal of serving the public with higher quality information.