“Disinformation will be increasingly determined by AI”

ANDthis is one of the conclusions of the document of the Iberian Digital Media Observatory (Iberifier), which states that artificial intelligence (IA) requires “the reconfiguration of the whole chain: production, distribution, relationship with audiences and business models”.

This transformation “develops in a context of high uncertainty as to its speed, intensity and effects, which requires caution in the interpretation of trends”, reads in the document.

As for the sustainability of the business, it “will depend on the transformation of the relationship with the public without sacrificing quality journalism, overcoming the tension between the short term and the need for a long-term strategy based on diversification, strengthening the brand and developing own data”.

In turn, “disinformation will be increasingly determined by AI and platforms”.

He therefore advocates the study, media literacy, regulation and fact-checking “are fundamental, but there are still high uncertainties about its evolution”.

The challenge, underlines the report, “resides in the capacity of societies to adapt to an increasingly complex and automated information ecosystem”.

According to the study, the algorithms “consolidate as the new mediators of the informational ecosystem, transforming production, customization, audience measurement and the relationship between journalism and increasingly fragmented audiences”, and this happens “in a context of increasing polarization”.

In addition, “the authority of content is based on its relevance, attractiveness and emotional impact” and “the increasing appreciation of conversational and entertainment content raises questions about the quality, reliability and accuracy of information”.

Audio, “in particular, goes through important transformations, exceeding the limits of traditional radio”.

The narrative changes “are no longer associated with new disruptive formats, but rather with the adaptation of existing formats through customization, short audiovisual formats and hybridization” and “innovation should be understood as a strategic process, not as a response to technological fashions”, concludes the Iberifier’s report.

According to the analysis, “the industry oscillates between the demand for work well-being and mental health and the pressures of productive efficiency”.

The new long-term formats “represent an opportunity for the survival of quality journalism, in contrast to rapid production”.

According to the report, “the introduction of AI in professional contexts reinforces the possibility of job losses, the worsening of working conditions, the deterioration of the quality of content and the urgent need for training in this field”.

The regulation, “despite its efforts, will not be able to fight the negative consequences,” he considers, referring that ethics becomes “an indispensable practical requirement, especially in the face of the advancement of AI and the need for mechanisms to protect the truth”.

The recovery of credibility and social relevance “will depend on the creation of new ethical frameworks and more solid self-regulation”, he points out.

The report also points out that “the regulatory impetus is accompanied by institutional uncertainty: there is a need for robust implementation mechanisms that ensure effective implementation”, but Europe agreements “are faced with limitations in their national implementation and confrontation with the countries of origin of platforms”.