Lying AI, Fake News: People don't trust AI-powered newsrooms, finds report

Newsrooms worldwide are grappling with the implications of generative AI, as tech giants like Google and OpenAI develop tools that summarize information and potentially divert traffic from news websites.

A recent report by the Reuters Institute for the Study of Journalism highlights increasing global concerns about the use of artificial intelligence (AI) in news production, posing new challenges for newsrooms struggling to engage audiences.

The annual Digital News Report, based on surveys of nearly 100,000 people across 47 countries, provides insight into the obstacles facing the news media in terms of revenue and business sustainability.

The report found a significant level of consumer distrust regarding AI-generated news content, particularly on sensitive topics such as politics. In the survey, 52 per cent of US respondents and 63 per cent of UK respondents expressed discomfort with news primarily produced by AI.

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The survey sampled 2,000 individuals in each country and noted that while respondents were wary of AI in content creation, they were more accepting of AI being used behind the scenes to enhance journalists’ efficiency.

Nic Newman, senior research associate at the Reuters Institute and lead author of the Digital News Report, noted the surprising level of suspicion among the public. “People broadly had fears about what might happen to content reliability and trust,” he said.

Concerns about false news content online have increased by three percentage points from last year, with 59 per cent of survey respondents expressing worry. This concern is particularly pronounced in South Africa and the US, where 81 per cent and 72 per cent of respondents, respectively, reported being worried, coinciding with upcoming elections in both countries.

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Another significant challenge for news organizations is the persistent reluctance of audiences to pay for news subscriptions.

Despite some growth during the pandemic, only 17 per cent of respondents across 20 countries reported paying for online news, a figure that has remained unchanged for the past three years. In the US, a substantial portion of news subscribers are likely paying discounted rates due to trials or promotions, with 46 per cent paying less than the full subscription price.

The report also highlights the growing influence of individual news personalities over traditional media organizations, especially on platforms like TikTok. Among more than 5,600 TikTok users who use the app for news, 57 per cent said they primarily follow individual personalities, compared to 34 per cent who follow journalists or news brands.

This trend underscores the need for newsrooms to build direct relationships with their audiences and strategically use social media platforms to connect with harder-to-reach demographics, such as younger audiences.

The Digital News Report surveyed people in the US, UK, France, Argentina, and Brazil, asking them to name up to three mainstream or alternative news accounts they follow.

In the US, the top 10 individuals cited by respondents are known more for political commentary than for original reporting, including figures like Tucker Carlson, former Fox News anchor, Joe Rogan, host of a top podcast on Spotify, and David Pakman, a progressive talk radio host.