In the era of artificial intelligence (AI), media professionals often encounter questions about the importance of journalism. With AI algorithms increasingly dictating content and influencing societal perspectives, misinformation and disinformation have become rampant. The monetisation of many social media platforms has led to the production and circulation of viral content, regardless of their credibility and accuracy. So, professional journalism’s need to act as a firewall against fake news, deepfakes, context-free information and other forms of misleading content has become more crucial.

Journalism is one of the most essential professions for maintaining public trust, particularly in developing nations like ours with low media and information and communication technology (ICT) literacy. The foundational principles of journalism—truth, transparency, accountability, information verification and ethical reporting—must be the guiding tenets for an informed society in the age of AI.

Misinformation in the digital landscape

Several social media platforms, including Facebook, YouTube and X, have been criticised for their role in rapidly disseminating misinformation, disinformation and propaganda, particularly during the Covid-19 pandemic. For example, misinformation on pandemic prevention methods, such as the unfounded claim that turmeric water could cure the virus, spread rapidly in Nepal and beyond. On April 26, Sidhakura.com, a Nepali news portal, published fabricated audio entitled “The Dark Files”, raising considerable concern among stakeholders on the potential misuse of AI technology. These digital platforms use algorithms that optimise user engagement, often prioritising sensational and polarising content over factual accuracy. Concurrently, generative AI’s advent has disrupted media practices and altered journalistic gatekeeping processes.

Generative AI has become one of the most deceptive threats to journalism since we wholeheartedly accept its outputs. This is called technological somnambulism, a philosophical concept that illustrates our tendency to be unaware of how technology is changing the conditions of human existence. These fake, hyper-realistic audiovisuals have been exploited to manipulate public opinion, tarnish reputations and interfere with electoral processes. In March 2022, shortly after the Russia-Ukraine war began, Russian agents produced a deepfake video of Ukrainian President Volodymyr Zelenskyy, allegedly ordering his troops to surrender to the Russian army. In June, the White House administration reported that President Joe Biden had fallen victim to a deepfake video. Biden admitted in a press conference that he could not recognise a deepfake video of his own at first glance.

These instances highlight how the rapidly advancing AI-powered tools undermine the public’s hard-won trust in established media and journalistic practices. Without journalistic intervention, these manipulative tools could mislead substantial segments of the population. Investigating and verifying such claims remains vital in combating the infodemic propagated on digital platforms. So, AI tools cannot supplant the need for professional journalism in any society.

Journalism over AI-generated content

In several workshops focused on the impact of AI on journalism, in which I participated, many journalists reported utilising several AI tools, including ChatGPT, Midjourney and Google Gemini, for content creation, restructuring and copy-editing of news reports. However, they seldom disclosed their use of AI in news production.

While the automation of content generation enhances efficiency, it fails to uphold transparency, contextual understanding and ethics. Further, it can create echo chambers and reinforce existing biases. For example, algorithmic biases in search engines, as highlighted by Johanna Burai’s “The World White Web” campaign against the prevailing whiteness of the Internet, along with Latanya Sweeney’s research on discriminatory advertisement delivery based on racial names, underscore the dangers of perpetuating stereotypical perceptions.

In contrast to AI tools, human reporters can investigate complex societal issues, comprehend cultural sensitivities and contextualise stories in ways that algorithms cannot. According to a 2024 study by Pew Research Centre, a US-based think-tank organisation, majority of Americans still trust professional journalists more than AI-generated content. In 2023, after introducing AI news anchors on Indian television, local audiences were asked about their perceptions of automated news content and AI-powered news anchors. Many of the respondents expressed their frustrations over the mechanical news anchoring. Moreover, during the Covid-19 pandemic, Tedros Adhanom Ghebreyesus, the Director-General of the World Health Organisation, stated that professional journalism has become essential, as it has played a fundamental role in dispelling myths and clarifying scientific information about the pandemic.

Journalism's relevance

One of the most critical functions of journalists is acting as watchdogs for those in power. AI tools or social media platforms cannot replace this as they are not designed for it. For example, investigative journalism—whether uncovering the US Watergate scandal in 1972 or exposing the fake Bhutanese refugee scam involving the government agencies of Nepal—demands the professionalism and expertise of human journalists.

Originality cannot be replicated by algorithms prioritising engagement metrics, financial gains, or serving political agendas over societal well-being. Journalism should be responsible for scrutinising these systems, exposing their biases, and advocating for ethical technological development. As AI-powered tools can provide substantial assistance in data analysis, fact-checking and audience engagement, they must act as complementary tools in journalism. This will allow journalists to dedicate more time to in-depth storytelling and investigative reporting. News organisations must innovate with AI tools while upholding their commitment to the public good. When employed responsibly, AI has the potential to enhance sustainable journalism, helping it thrive in an increasingly complex media landscape.