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Almost 50% of news publishers use Generative AI tools, but “quality of content” is the #1 concern

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Also, in spite of rapid adoption, 80% of newsrooms have no guidelines in place for their use of GenAI tools

WAN-IFRA recently conducted a global survey, in collaboration with Schickler Consulting, to find out where news publishers stand so far on using Generative AI. 

101 newsroom executives from across the world–journalists, editorial managers and other news professionals–participated in the survey.

The results, our analysis and report reveal an industry ready to plow forward with experimentation, aware of the tools’ potential, while at the same well aware of the challenges and concerns involved.

Dean Roper, Editor-in-Chief of WAN-IFRA

Here are the key takeaways:

1. 49% of publishers already work with GenAI tools

A remarkable finding of the survey is that although Generative AI tools became available for the public barely a few months ago, 49% reported that their newsrooms are already using tools like ChatGPT. 

Most common use case: content summaries.

Overall, the attitude about Generative AI in the industry is overwhelmingly positive: 70 percent of survey participants said they expect Generative AI tools to be helpful for their journalists and newsrooms.

Teemu Henriksson, Research Editor at WAN-IFRA

2. Top concern: Inaccuracy of information/quality of content

Having said that, there have been quite a few cases where a news outlet has published content created with the help of AI tools, that was later found to be false or inaccurate. 

85% of survey respondents highlighted this as a specific issue they have relating to GenAI.

It might not be surprising that inaccuracy of information/quality of content is the number one concern among publishers when it comes to AI-generated content.

Teemu Henriksson, Research Editor at WAN-IFRA

3. 80% have no guidelines in place for their use of GenAI

For now, the majority of publishers have a relaxed approach. 

Almost half of survey participants said that their journalists have the freedom to use the technology as they see fit. Only a fifth of respondents said that they have guidelines in place on when and how to use GenAI tools.

As newsrooms grapple with the many complex questions related to GenAI, it seems safe to assume that more and more publishers will establish specific AI policies on how to use the technology (or perhaps forbid its use entirely). 

Teemu Henriksson, Research Editor at WAN-IFRA

WAN-IFRA Members can access the full survey results here.