AI Enhances Local Media in Belgium
brussel, woensdag, 17 september 2025.
Davy Caluwaerts of Publicis Groupe Belgium sees AI as a powerful engine for the growth of local media. By linking AI to local identity and trust, local media plans can gain superpowers. Instead of being a threat, AI offers opportunities for personalisation and efficient content production, which can enhance the quality of local news reports.
AI as a Growth Engine for Local Media
Davy Caluwaerts, CEO of Publicis Groupe Belgium, views AI as a crucial driver for the growth of local media. According to him, AI can automate tasks such as transcriptions, fact-checking, and content personalisation, giving local media more room to deliver strong local stories. He emphasises that by linking AI to local identity and trust, local media plans can gain superpowers [1].
Technology and Application
AI technologies such as machine learning and natural language processing are already being used in various stages of news production. Machine learning helps analyse large datasets to identify relevant stories, while natural language processing can create transcriptions and summarise articles. These technologies can also be used to detect fake news and fact-check information [1][2].
Impact on News Production and Consumption
The integration of AI into news production can lead to faster and more accurate reporting. Journalists can focus on in-depth investigations and human interest stories, while AI handles routine tasks. For consumers, this means access to personalised news feeds and real-time updates. This can significantly enhance public engagement with local news stories [1][2].
Benefits and Drawbacks
The benefits of AI in journalism are clear: efficiency, accuracy, and personalisation. However, there are also potential drawbacks. One of the biggest concerns is the possibility of bias in AI algorithms, which can lead to imbalanced or inaccurate reporting. Additionally, reliance on AI could undermine the creativity and human intuition of journalists [1][2].
Ethical Considerations
Transparency and ethics are crucial when using AI in media. Local media outlets must indicate where AI is used and where it is not, to maintain public trust. Caluwaerts states that it is essential for local media to clearly communicate their use of AI, so that the boundaries between human-generated and AI-generated content are clear [1][2].
Collaboration and Regulation
Collaboration is necessary for a regulated playing field in AI, both locally and internationally. The European AI Regulation requires local authorities using high-risk AI systems to conduct a ‘Fundamental Rights Impact Assessment’ (FRIA) before deployment. This can be combined with the ‘Data Protection Impact Assessment’ (DPIA) under the GDPR regulation [3].
Future Outlook
Smart integration of AI can protect and position the Belgian media ecosystem internationally. Local media agencies can combine international clout with deep knowledge of the Belgian reality, which advertisers valued in the study ‘Importance of Local Expertise’. If we manage our limited resources smartly in Belgium, compared to tech giants, we give our local talent a much larger platform [1][4].