Despite the ethical questions, almost 70 percent newsroom staff say they use generative AI to create content, according to an Associated Press survey.

Media workers often use AI tools to prepare social media posts, newsletters, and create headlines. Survey participants also indicated that they use translation and transcription tools. A fifth of respondents said they use generative AI to create visual content, such as graphics or video content. Research participants said that AI saves them time and saves them in finding new ideas, stories, and creative solutions. Almost half of the respondents said that they feel that these technologies have changed the specifics of their work, and that they are considering using AI when receiving a new journalistic assignment. When it comes to the use of generative AI, research participants are most concerned about issues of ethics, accuracy, and impartiality. A fifth of respondents are most worried about insufficient human supervision when AI technologies are used, 17 percent. – due to inaccuracy, almost 10 percent. – on aspects of impartiality. It is emphasized that often technology helps to save time, but this time is lost in order to check the accuracy of the generated content and ensure impartiality. Although many organizations follow ethical guidelines for the use of AI, according to respondents, clearer and more specific guidelines are needed to guide ethical decision-making.