Only 30% Trust AI News
Only 30% Trust AI News
Explore the global scepticism surrounding AI in journalism and discover the future for news media.
Generative AI awareness is high, but frequent use remains rare.
The public expects a large impact of AI on various sectors, including news media.
Trust in responsible AI use by news media is low, highlighting the need for transparency.
Generative artificial intelligence (AI) has been a focal point of technological advancement and media attention, particularly following the public release of OpenAI’s ChatGPT in November 2022. This article investigates a comprehensive survey conducted across six countries—Argentina, Denmark, France, Japan, the UK, and the USA—by the Reuters Institute for the Study of Journalism, aiming to understand public awareness, use, and perceptions of generative AI, especially in the context of journalism.
Survey Methodology
The survey fielded online between March and April 2024, gathered responses from approximately 2,000 participants in each country. The samples were nationally representative, ensuring a diverse cross-section of age groups, genders, regions, and political leanings. The data was weighted according to national census figures, providing a robust overview of public opinion.
Public Awareness and Use of Generative AI
The survey reveals that generative AI tools like ChatGPT have achieved significant recognition, with ChatGPT being the most well-known. Despite widespread awareness, regular use is limited. Only a small fraction of the population uses these tools daily, with usage rates varying significantly across different age groups and countries.
Key Findings
1. Awareness: ChatGPT leads in recognition, with awareness ranging from 41% in Argentina to 61% in Denmark.
2. Usage: Infrequent use is common; daily use is as low as 1% in Japan and 7% in the USA.
3. Demographics: Younger people are more likely to use generative AI, with 56% of those aged 18-24 using ChatGPT at least once, compared to 16% of those aged 55 and over.
Expectations for Generative AI’s Impact
Most respondents anticipate that generative AI will significantly impact various sectors within the next five years. The news media is expected to undergo substantial changes, although trust in journalists' responsible use of AI is notably low.
Detailed Insights
1. Sector Impact: 66% of respondents believe AI will greatly impact the news media, matching the expected impact on the scientific community.
2. Trust Levels: Trust in responsible AI use varies; around half trust scientists and healthcare professionals, and less than one-third trust social media companies, politicians, and news media.
Public Perception of AI in Journalism
The survey highlights a complex relationship between the public and the use of AI in journalism. While some see the potential for improved efficiency and up-to-date reporting, many are sceptical about the quality and trustworthiness of AI-generated news.
Highlights
1. Current Use: A substantial portion of the public believes journalists already use AI for editing and data analysis tasks.
2. Quality Control: Only about one-third of respondents think human editors frequently check AI outputs for accuracy before publication.
Comfort with AI-Generated News
Comfort levels with AI-generated news vary significantly based on the news topic and the degree of human oversight involved. Overall, there is a marked preference for human involvement in news production, particularly for ‘hard’ news topics.
Breakdown
1. Soft News: There is more acceptance of AI-generated news in areas like fashion and sports.
2. Hard News: Comfort levels drop significantly for politics and international affairs.
Public Desire for Transparency
A clear majority of respondents express the need for transparency in AI-generated news. There is a strong preference for labelling content created or assisted by AI, with many advocating for disclosure of AI’s role in various journalistic tasks.
Transparency Needs
1. Labelling: Most respondents want clear labelling of AI involvement, especially for tasks like writing the text of an article and data analysis.
2. Public Uncertainty: A significant portion of the public remains uncertain about AI’s role in journalism, indicating a need for greater public education and transparent practices.
Where to next?
The survey underscores a critical need for the news media to address public concerns about generative AI. To build trust, news organisations must prioritise transparency, ensure rigorous quality control, and engage in open dialogue with their audiences about the use of AI.
CEOs and business leaders in the news industry should:
1. Enhance Transparency: Clearly label AI-generated content and explain AI’s role in news production.
2. Build Trust: Implement robust quality control measures to ensure the accuracy of AI-generated news.
3. Educate the Public: Invest in public education initiatives to demystify generative AI and its applications in journalism.
