Swiss Media Embrace Artificial Intelligence
Introduction: This article, originally written in German, explores the growing influence of artificial intelligence (AI) in Swiss media. As we delve into how AI, exemplified by systems like ChatGPT, is reshaping journalism, it’s clear that major and minor newsrooms alike are incorporating these AI technologies to explore new possibilities.
Swiss Media’s Approach to AI: According to a recent global survey conducted by the London School of Economics with over 100 large and small editorial teams, more than three-quarters of respondents revealed that they are already integrating artificial intelligence into their daily editorial workflows. Even Swiss media companies, albeit cautiously, are adopting this technology. Thomas Benkö from Ringier acknowledges the utilization of AI for tasks such as video subtitling and transcribing lengthy interviews, emphasizing its supportive role rather than content creation.
Benkö humorously notes, “We don’t walk into the office, press a button, and have everything done – we are still at the beginning.”
AI’s Role in Resource Optimization: Leading media groups like NZZ-Mediengruppe, CH Media, TX Group (formerly Tamedia), and the SRG are leveraging AI in various capacities. From suggesting titles and leads to crafting personalized newsletters and push notifications, and even transcribing radio broadcasts, AI is proving valuable. Moreover, with the right inputs, AI can autonomously generate specific texts. For example, Benkö mentions using AI to draft football match reports, enabling coverage of lower-tier leagues where resources may be limited.
Importantly, Benkö stresses that no AI-generated text is published without human oversight.
Potential Challenges of AI-Generated Content: While Switzerland’s established media outlets are committed to maintaining human control over content, concerns arise from recent instances in the United States where media published AI-generated texts with errors, and without explicit disclosure. Stefan Wabel, CEO of the Swiss Media Publishers Association, reassures that established Swiss media will not publish automatically generated articles without human supervision.
However, Wabel and Susan Boos, President of the Swiss Press Council, caution that smaller platforms might be less diligent, raising the possibility of disseminating unchecked content.
Public Perception of AI-Generated Content: Considering a recent survey from the University of Zurich’s Center for Public and Society, media houses may find it beneficial to exercise restraint in AI usage. The study indicates low public acceptance of AI-generated content, with less than a sixth of respondents willing to read articles entirely authored by AI. Moreover, only nine percent expressed a willingness to pay for such content.
Conclusion: As Swiss media cautiously navigates the integration of artificial intelligence, maintaining a balance between the benefits of AI and the ethical considerations of content creation remains a crucial aspect of journalism’s evolving landscape.
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