Source: EEAS
Sarajevo recently hosted an international conference focused on the use of artificial intelligence (AI) in the media industry, bringing together experts, journalists, policymakers, and academics to discuss the growing role of AI technologies in journalism and media production. The event, organized by the Delegation of the European Union to Bosnia and Herzegovina, centered around the benefits, challenges, and ethical considerations related to AI’s integration into the media landscape.

One of the key themes of the conference was the impact of AI on journalistic practices. AI tools are increasingly being used to automate news writing, data collection, and content distribution. While these technologies can improve efficiency and widen the reach of media outlets, they also raise concerns about the loss of journalistic integrity, the spread of misinformation, and the lack of transparency in AI-generated content. Participants discussed the need for clear ethical guidelines and regulatory frameworks to govern the use of AI in media, ensuring that it supports rather than undermines the role of human journalists.

Another important topic was the use of AI in combating disinformation. AI-driven tools can be used to detect and counteract fake news, but they can also be manipulated to create deepfakes and other forms of misleading content. The conference emphasized the importance of AI systems that are both transparent and accountable, with mechanisms in place to prevent the misuse of these technologies.

The event also explored the potential of AI to enhance media accessibility, particularly for people with disabilities. AI technologies such as speech recognition and translation tools are helping to make media content more accessible to a global audience, breaking down language barriers and improving inclusivity.

Overall, the conference underscored the need for collaboration between media organizations, tech companies, and regulators to ensure that AI is used responsibly in the media sector. AI’s role in the future of journalism is expected to grow, but it will require careful governance to balance innovation with the protection of journalistic values.