Media's Al use needs strong ethical framework and reality checks

ARTIFICIAL Intelligence (AI) is the latest buzzword. Every industry and profession seems to be concerned about how AI is impacting their work. Discussions are unfolding not only about integrating AI tools to enhance efficiency, but also whether some advanced AI systems could replace certain human held jobs.

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The media industry and media profession are also beginning to have such conversations. It is clear that AI is becoming an invaluable tool in journalistic processes. Various AI software systems are available, and being used in newsrooms around the world, for tasks like news packaging, fact-checking, and content personalisation. This is only the beginning.

AI has entered Sri Lankan newsrooms too, albeit mostly at experimental levels. The adoption is driven by digital media startups and younger professionals in legacy media companies (newspapers, radio and TV).

The topic had been discussed at the Sri Lanka Media Festival 2025 held recently in Colombo. A panel looked at the “opportunities, threats and ethical concerns surrounding AI integration into journalism” according to media reports. (https://www.ft.lk/news/Experts-unpack-how-AI-is-rewriting-journalism-s-future/56-776005).

Kalindu Karunaratne, news manager of a leading broadcaster, had highlighted the inadequate technological integration in the local media sector and “called for training and rules limiting the exploitation of AI”. Echoing a growing call worldwide, he said that newsrooms need to be transparent about Al-generated content.

Transparency and other ethical considerations must indeed underpin the media’s AI use, especially for journalism. Conversations should not be limited to optimising AI tools to life easier for its practitioners. Tech adoption should ideally happen within the framework of both emerging AI ethics and well-articulated journalism ethics.

World Press Freedom Day (WPFD) 2025, observed globally on 3 May, enabled some timely reflections on this front. This year’s theme was 'Reporting in the Brave New World: The Impact of Artificial Intelligence on Press Freedom and the Media'.