Fashion Magazine Elle Used AI for Articles, Revealed VRT Nieuws
amsterdam, maandag, 30 juni 2025.
VRT Nieuws has revealed that more than half of the online articles in the Flemish edition of Elle have been written by AI since March 2025. The articles were attributed to fictitious authors, raising questions about journalistic ethics and transparency. Ventures Media, the owner of Elle, is experimenting with AI to increase efficiency and cost-effectiveness, but the speed of AI content production also necessitates stringent control procedures.
AI in Journalism: A New Era
The revealing story from VRT Nieuws shows that more than half of the online articles in the Flemish edition of Elle have been written by AI since March 2025 [1]. The articles were attributed to fictitious authors, raising questions about journalistic ethics and transparency. Ventures Media, the owner of Elle, is experimenting with AI to increase efficiency and cost-effectiveness, but the speed of AI content production also necessitates stringent control procedures [2].
Technology and Application
Artificial intelligence (AI) is a technology that is increasingly being used in journalism. AI can generate articles based on pre-entered data and patterns, significantly speeding up the news production process. For the Flemish edition of Elle, this means that articles about fashion, lifestyle, and entertainment can be produced within a short time [3]. However, the use of AI in journalism is not without controversy, especially when it comes to the authenticity and reliability of the content [4].
Impact on News Production and Consumption
The use of AI in journalism has both positive and negative impacts. Positively, AI can help automate repetitive tasks, such as data collection and analysis, giving editors more time to focus on in-depth and qualitative stories [5]. Negatively, the use of AI can lead to a decrease in human creativity and originality. Additionally, the speed at which AI content can be produced increases the need for stringent control procedures within editorial teams to ensure the quality and reliability of the content [6].
Ethical Considerations
The use of AI in journalism also raises important ethical questions. One of the biggest concerns is the lack of transparency. For example, the Flemish edition of Elle demonstrated that articles were attributed to fictitious authors, which put the reliability of the content under scrutiny [7]. The Flemish Journalists’ Association states that this increases the need for strict control procedures and open communication about the use of AI in journalism [8].
Reactions and Future Perspectives
Following the revealing article by VRT Nieuws, Ventures Media responded by removing the fictitious author names and mentioning the use of AI in the articles [9]. This indicates a growing awareness of the need for transparency and responsibility in journalism. Media experts emphasise that, while AI can serve as a tool to automate repetitive tasks, human creativity and ethics remain essential for ensuring high-quality and reliable journalism [10].