AI And The Human Element: What Audiences Say About The Future Of Journalism And Advertising

As publishers around the world continue to push forward and incorporate more AI and automation into their processes, the role of humans needs to remain paramount.

In fact, 84% of those recently surveyed by the UK marketing firm, Newsworks, said human editorial judgement is now more important with AI becoming more common in news production. Even with that appreciation, Newsworks’ State of the Nation report says, “The future should not be AI vs. humans.”

“Rather it must be AI + human intelligence.”

(Source: Newsworks, via Press Gazette)

The research found that faster problem solving and better efficiency were a few of the hopes respondents had about AI’s impact. And though 35% did see the short-term impact as positive, many “worry about reduced critical thinking (37%), the spread of misinformation and false content (32%) and a compromise in personal safety (29%).”

Journalists’ personal touches, the report says, become particularly valuable “against the backdrop of AI and algorithms.” For instance, 32% of respondents said they enjoy debate and discussion between journalists on an issue, while 31% like journalists with a “personal or authentic style.” 

That dependence on valued voices is not lost on consumers who see quite clearly how that content is funded.

“As journalism becomes more valued, consumers are increasingly aware of the importance advertising plays,” the report says. “76% agree advertisers should support independent journalism and newsrooms.”