Artificial Intelligence in the Media in Serbia 2025: A Helpful Assistant, Not a Replacement for Journalists

Editors and journalists of domestic media are aware of the enormous impact that artificial intelligence has on journalism, but at the same time, they believe that it cannot replace journalists, but can only serve as a useful assistant. The vast majority have already used artificial intelligence tools, primarily for performing routine journalistic tasks, significantly less often for producing media content, and the least for distributing content to the audience. They recognize unreliability as the biggest problem in using this technology, typically do not have internal guidelines for its use, and due to transparency, they predominantly support the idea of labeling content that has been created with the help of artificial intelligence.