Strategic communications consultancy Vero conducted a study based on surveys of 75 journalists in Indonesia, the Philippines, Thailand, and Vietnam. The study delved into the attitudes of media organizations in these countries towards incorporating artificial intelligence (AI) in their work.

The survey results indicated that 95% of journalists in Indonesia and Thailand have a strong understanding of AI technology. Thailand also boasts a 95% adaptation rate, showcasing effective integration into their work processes.

In Vietnam, 78% of journalists are familiar with AI, and all of them have expressed positive attitudes towards embracing the impact of technology in their work.

On the other hand, journalists in the Philippines have shown contrasting attitudes. While 90% are familiar with AI, only 52% have integrated it into their work practices.

The study noted that the Philippines exhibited the lowest positive impact rate and the highest negative impact due to the prevalent use of English in local journalism.

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“This linguistic context may contribute to AI technology appearing more threatening to their work compared to other markets,” the study explained.

While journalists in some markets have a positive outlook on AI, concerns about governance, labor impact, and cybersecurity still linger. In Thailand, there is apprehension about excessive reliance on AI possibly compromising the quality and trust in journalism.

Incorporating AI in media works

The white paper highlighted the complex dynamics of AI adoption in journalism based on varying attitude trends among journalists.

Factors crucial in determining the effective integration of AI in media organizations include specialized training, available resources, and organizational support.

AI is commonly used for tasks such as transcription, translation, data analysis, and generating coverage ideas in media operations.

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To promote AI usage in media organizations, Vero recommends steps to foster a positive integration:

Educate
Develop and provide tailored training programs to facilitate seamless AI integration into journalism.

Acknowledge
Address concerns of experienced journalists regarding technology’s impact on job security, copyright, and journalistic integrity.

Be transparent
Communicate functionalities and limitations of AI tools to build trust and manage expectations.

Be responsible
Maintain a robust support system to address tool challenges, ensuring accountability and ethical usage.

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