When artificial intelligence takes the microphone: Where is the line between innovation and deception?

The use of artificial intelligence (AI) as news presenters on Serbian national television has ignited a debate about transparency, accountability, and the evolving landscape of journalism. TV Hepi recently featured AI-generated presenters, introducing news segments with digital creations presented as human anchors.

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Maybe it will turn out that my thinking is naive, but such an outcome would be very discouraging, not only for journalists but for the entire public.

The Serbian Journalists' Association (UNS) brought the issue to public attention, noting that viewers were not informed that the presenters were AI-generated. This lack of disclosure has raised significant concerns. Stefan Janjić, an assistant professor at the University of Novi Sad's Faculty of Philosophy and a journalist at FakeNews Tragač, commented on the situation. He believes that while AI is transforming media practices, the future of journalism remains uncertain, and the need for human journalists is paramount.

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Everything that is performed mechanically, like writing weather reports or game reports, can easily be entrusted to chatbots.

Janjić suggests that jobs involving mechanical tasks, such as writing weather reports or game summaries, are most vulnerable to automation by chatbots. He also expressed hope that audiences will eventually recognize repetitive patterns in AI-generated content and that media outlets will realize the necessity of producing content with human oversight. Serbia currently lacks specific AI legislation, though it aims to align with the EU's AI Act, which mandates that audiences be informed when content is generated or presented with AI assistance. The incident at TV Hepi underscores the urgent need for clear guidelines and regulations surrounding AI in media.

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For such 'presenters,' there must be a clear label that they are artificially generated, and not just at the beginning of the news program, but all the time, assuming that someone from the audience will join the program later.