Why public media is more necessary than ever
brussel, donderdag, 6 november 2025.
State Secretary Marko Rusjan advocated during a European summit for a stronger European public media ecosystem – not to produce more news, but to guarantee more reliable news. The most striking insight: in an era where AI generates fake news on a massive scale, independent journalism remains the only certainty in a turbulent information sea. Rusjan emphasized that this is not about censorship, but about ensuring transparency and quality. His call targets a Europe where everyone, regardless of language or region, has access to trustworthy information – a fundamental requirement for a functioning democracy.
The rise of AI in journalism: a double-edged sword
The integration of artificial intelligence (AI) into journalism is no longer a futuristic scenario but a real component of modern news production. AI systems are currently being used to automatically generate news articles, write summaries, translate audio and video content, and even identify real-time trending topics. This is especially prevalent in large media organizations investing in AI-based workflow tools to operate more efficiently. According to a recent study by the European Journalism Centre, the use of AI in journalism across the EU has increased by 42% since 2023 [1]. The technology enables the processing of vast amounts of data in a short time, contributing to faster reporting on events such as sports results or economic figures. In the context of public media, AI is often used to personalize content and make it accessible to diverse audiences, including people with visual or hearing impairments [1]. Nevertheless, the application of AI in journalism remains sensitive, particularly due to risks of misinformation, distorted perspectives on facts, and the loss of human context in news coverage.
How AI transforms the news process: from writing to distribution
AI-powered tools such as GPT-4 and other large language models are used to generate initial drafts of news articles based on press releases, official statistics, or current events. In the case of the Dutch public broadcasting organization NPO, a pilot project in spring 2025 demonstrated that AI can assist in drafting shorter reports on local events, such as community meetings or regional economic developments [1]. Journalists use the AI output as a starting point but always apply editorial oversight. This approach reduces the time required to write routine and repetitive articles, allowing journalists to dedicate more time to in-depth investigative journalism and fact-checking. Research from the European Commission’s Joint Research Centre indicates that media organizations using AI have seen a 30% increase in production capacity without a decline in editorial quality – provided strict oversight is maintained [1]. The distribution of news has also evolved: AI algorithms on social media analyze user behaviour to recommend content, leading to ‘filter bubble’ effects where people only encounter information that reinforces their existing beliefs [1].
The benefits of AI: efficiency, accessibility, and scalability
One of the greatest advantages of using AI in journalism is increased efficiency. AI can generate a summary of a 10,000-word report in under ten seconds – a task that would take humans hours [1]. For public media, which often operate with limited resources, this presents an opportunity to expand their reach without a proportional increase in staff. Moreover, AI helps translate articles into multiple languages, which is essential for Europe’s linguistic diversity. During the Cinekid Festival 2025, where children’s media was integrated into the public cultural sphere, AI was used to automatically subtitle children’s films into 12 European languages, significantly improving accessibility for young audiences from smaller language communities [1]. The technology also enables faster editing and indexing of audio and video content, enhancing the discoverability of archival material. This scalability is crucial in an era where audiences increasingly rely on digital platforms, and demand for high-quality information continues to grow [1].
The risks of AI: misinformation, dependency, and ethical dilemmas
While AI accelerates news production, it also introduces new challenges. The greatest concern is the spread of AI-generated fake news, commonly known as ‘deepfakes’. In 2024, the European Commission reported that over 12,000 AI-generated fake news articles were detected in the first nine months of the year, primarily on social media platforms [1]. These articles often targeted political topics and used the voices or faces of real politicians to create deception. The technology is also used to amplify ‘echo chambers’ by generating content designed to reinforce existing beliefs [1]. Additionally, there is concern about dependency on AI: journalists may begin to rely on AI predictions without verifying the underlying data themselves. This dependency could erode professional critical thinking skills. According to State Secretary Marko Rusjan, it is essential that public media continue to uphold their independent editorial standards, both in response to political pressure and technological influence [1].
Ethical boundaries: who is responsible for AI-generated content?
One of the biggest ethical dilemmas in AI journalism is accountability for errors. If an AI produces an inaccurate statement – for example, about a legislative proposal – who is responsible: the journalist who used the AI, the editorial team, or the company that developed the AI? Under the European Commission’s AI Act, introduced in October 2025, it is emphasized that ‘designers of AI systems must ensure transparency and traceability of the content they generate’ [1]. This means all AI-generated articles must be clearly marked as such, so readers can recognize content that was not fully written by humans. However, practical implementation remains challenging: a May 2025 study by the Dutch Journalism Association found that only 28% of AI-generated articles were identified as such by media outlets [1]. This creates a risk of deception and undermines public trust in the media. Rusjan’s recommendation to develop a European framework ensuring the quality and reliability of information services directly addresses the need for such regulatory and transparency obligations [1].
The role of public media in the AI era: a future of reliability
In an era where AI can generate news without human intervention, the role of public media as a trustworthy source grows increasingly valuable. State Secretary Rusjan emphasized during the informal meeting of culture ministers in Copenhagen that this is not about censorship, but about safeguarding transparency, independence, and professional standards [1]. Public media, funded by the government and not reliant on advertising revenue, are better positioned to remain critical and invest in investigative work. They can serve as ‘AI monitors’ by analysing AI outputs, fact-checking them, and making findings public. According to an analysis by the European Audiovisual Observatory, public media were 40% more effective than commercial media in detecting AI-generated fake news in 2025, thanks to their independent editorial structures [1]. Therefore, developing a European framework to support public and other independent media is not a luxury, but a necessity to preserve the democratic foundations of society.