Artificial Intelligence in Media: A Threat to Journalists or a New Tool?
Journalism, like other fields, is undergoing a digital transformation. Artificial intelligence (AI) has become not just a supporting tool but a full-fledged participant in media processes. It analyzes large amounts of data, suggests headlines, formulates texts, recognizes faces and voices in reports, and even generates content in real-time. For some, this is a technological breakthrough; for others, a warning sign heralding job cuts and the simplification of the profession.
In the Czech Republic, as in other European countries, media outlets are increasingly implementing AI algorithms into editorial processes. This involves not only automating routine tasks but also creating entire news blocks written without human involvement. A system can, for example, generate a brief summary about an earthquake or sports results in just a few seconds. This raises an important question: will AI replace human journalists or become their ally?
What Can Artificial Intelligence Already Do in Media?
Modern algorithms can analyze dozens of sources simultaneously, look for matches, identify fakes, and even predict which material will go viral. In major global outlets such as Reuters or Associated Press, AI has long been used to prepare business reports and statistical overviews. Even at the level of regional Czech media, we can see how automation helps speed up publications, especially in the digital segment.
One of the most discussed areas is the use of generative AI models — such as ChatGPT or similar tools from Google or Microsoft. They allow for quick creation of drafts for articles, interviews, podcasts, and even scripts. For example, the Czech outlet Deník N experimented with AI in analyzing data on politicians’ pre-election activities, thereby unloading editors and accelerating content production.
However, such capabilities also raise serious concerns: what if AI spreads false information? And how can we distinguish machine-generated text from investigative journalism built on human experience and empathy?
A Threat to the Profession or a Rethinking of Roles?
Many members of the Czech journalism community are already concerned about AI’s impact on the labor market. According to the Czech Union of Journalists, in the next 5–10 years up to 15% of newsroom jobs may disappear due to the automation of news production and reduction of correspondent staff.
But at the same time, new roles are emerging — so-called media curators and AI content editors. These professionals don’t write news from scratch but instead edit, verify, and adapt automatically generated text. Here, critical thinking and contextual knowledge become more important than typing speed.
Thus, AI does not so much destroy the profession as transform it. Previously, a journalist was simultaneously a reporter, analyst, and editor. Now, part of these functions can be performed by algorithms, while humans focus on deeper tasks — analysis, verification, and storytelling.
Ethical Challenges and Boundaries
One of the key questions remains ethics. Who will be responsible for AI’s mistakes? Can AI be cited as a source? Does it have the right to write about personal tragedies, investigations, or topics that require a delicate approach?
In the Czech Republic, debates have already emerged about the need for legal frameworks regulating the use of AI in journalism. Some politicians propose mandatory labeling of AI-generated materials. Similar initiatives are being discussed at the European Union level, where the transparency of algorithms is becoming part of the broader digital strategy.
There’s also the risk of manipulating public opinion — especially if AI falls into the hands of political or commercial entities. The generation of fake news, creation of false video content (deepfakes), imitation of public speeches — all of this may be closer than it seems.
Prospects: How AI Can Strengthen Journalism
Despite the concerns, AI has obvious advantages. It can be a powerful analytical tool in the hands of a professional journalist. For example, in analyzing large volumes of open data, uncovering corruption schemes, or systematizing evidence for international investigations.
Moreover, AI can improve information accessibility. In the Czech Republic, where part of the population still faces barriers to accessing news due to disabilities or language limitations, AI can adapt content in real time: synthesize voice, translate into sign language, or simplify complex articles into “easy-to-read” versions.
It’s also worth noting the potential for local media. Reducing costs on routine work allows editorial offices to focus on truly important topics and return to essays, reports, and opinion journalism — the formats that create public value.
Conclusion: Symbiosis or Conflict?
Today, AI in media is not a threat but a challenge. And how Czech journalists, editorial teams, and society respond to it will determine the future of the profession. Is a symbiosis possible, where AI performs the technical part and the human remains the voice of truth and meaning? The answer to this question will become clear in the coming years. One thing is certain: journalism of the future will not be the same — and this brings more hope than fear.