Serbian TV Channel Hepi Labels AI Anchors After Public Debate

Serbian television channel Hepi has started labeling its artificial intelligence (AI) anchors during news broadcasts, following public debate and pressure from the Association of Journalists of Serbia (UNS).

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"AI voditelji" now writes in small white letters in the lower right corner of the screen, but this label is not continuous.

The channel now displays "AI voditelji" (AI hosts) in small white letters at the bottom right of the screen during the opening and closing credits of its news programs. However, these labels are not continuously visible, meaning viewers who tune in after the broadcast begins may miss the disclosure.

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AI presenters are not a replacement for journalists, editors, and other media professionals, and journalists, editors, and expert teams prepare, verify, and edit the content behind every published piece of information.

UNS had previously highlighted that Hepi was using AI-generated presenters without clear labeling. The association pointed out that the Law on Electronic Media prohibits content that could mislead the public, especially in news programming. Hepi had responded that AI presenters do not replace journalists and that human professionals oversee content creation and verification.

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The Law on Electronic Media prohibits the publication of content that can mislead the audience, especially in the news program.

Serbia is still working to adopt an AI law that will align with the EU's AI Act. This legislation mandates that audiences be informed when content is generated or presented with AI assistance. The debate in Serbia also touches upon the ethical and legal implications of AI-generated content and the potential impact on the role of journalists and media professionals.

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Viewers must be informed when content is generated or presented with the help of artificial intelligence.