How Prepared Are Armenian Media for AI? Media Specialists Evaluate
YEREVAN, April 28. /ARKA/. Armenian media are encountering a new challenge. Artificial intelligence (AI) has the potential to accelerate operations, lower expenses, and enhance efficiency, while also serving as a means for disseminating disinformation.
How can technological advancements be utilized without compromising audience trust, and how ready are Armenian newsrooms to tackle the surge of AI-generated false information?
ARKA engaged with media specialists Samvel Martirosyan and Artur Papyan on this topic. Implementation of AI in Media Experts suggest that AI can expedite processes and reduce costs, particularly in design and the production of brief content, but it cannot replace human labor.
"AI can assist in more precise marketing, improve the efficiency of SEO and SMM activities, accelerate the production timeline, and thus draw in audiences," Papyan remarked.
Martirosyan added that AI enables a decrease in the workforce, leading to financial optimization while maintaining the same volume of work with fewer personnel.
AI in Armenian Media and Ethical Guidelines
Experts observe that Armenian media frequently engage in testing new technologies, including the use of AI.
"Certain media outlets utilize it extensively for their research and investigations, with their teams receiving specialized training. Conversely, some outlets employ it in a more superficial manner, primarily for image generation," Martirosyan remarked.
He pointed out that a significant challenge lies in how prepared editorial staff are to train journalists. Moreover, the willingness of media outlets to adopt ethical guidelines is crucial.
"Very few editorial offices have established clear policies regarding the use of AI—when it is appropriate, what specific applications are utilized, and so forth. It can certainly be stated that the media's readiness in this regard is quite limited," Martirosyan clarified.
Papyan noted that Armenian media have historically been at the forefront of experimenting with and implementing new technologies.
The Role of Media in Combating Fake News in the Age of AI
Experts have emphasized that addressing disinformation should always be a primary focus for the media, especially in the context of AI usage.
"Media outlets need to have a dedicated fact-checking team trained to recognize such fabrications. Without this, it will become increasingly challenging for editorial staff to ascertain whether they are handling authentic or counterfeit material," Martirosyan stressed.
Papyan added that the era of AI presents traditional media with a chance to restore audience trust by serving as a reliable reference point.
"If someone encounters information and wishes to verify its authenticity, they should be able to rely on the media to determine whether it is genuine or false. Media outlets must play a role in the battle against fake news by providing verified and trustworthy information," Papyan remarked.n noted.-0-