GPA highlights opportunities and risks associated with AI use in media

May 04, 2025 News

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Kaieteur News-  As World Press Freedom Day was celebrated globally on Saturday, under the theme ‘Reporting In The Brave New World: The Impact of Artificial Intelligence (AI) on Press Freedom and the Media’, the Guyana Press Association (GPA) sought to draw attention to both the opportunities as well as the risks associated with the use of artificial Intelligence in the media.

The GPA acknowledges the growing role of AI in modern media, noting that while the technology can streamline journalistic processes and boost content creation, it must be approached with care to preserve press freedom and media integrity.

“In an era where technological advances have resulted in a reduction in the number of persons being employed, the press and the wider media are no different. For instance, the advent of digital technologies has led to multitasking. AI is no different! This technology can aid the work of journalists, but at the same time, they and the wider public ought to be cognisant about the pitfalls,” the GPA said in its statement.

Noting the decline in advertising revenue in traditional media as most persons have shifted to online and social media, the GPA firmly believes that AI applications can be utilized to assist in research as well as to produce engaging content at lower costs, having a greater potential for monetization.

It is expected that AI can be used for fact-checking, data analysis and visualization tools, as the outputs driven by it will be making content more appealing and credible. On the other hand, the GPA is urging media houses not to rely on AI technologies to replace human staff.

“The preservation of highly skilled members of the media in the technical and non-technical fields must be balanced with the need to efficiently and effectively serve the public’s interest,” the association said.

Further, the GPA said it holds firm to the belief that AI can have a deleterious effect on freedom of the press to the extent that the misapplication of the technology can lead to the production of content that may appear to be authentic and persuasive. Hence, the GPA cautioned the public against being “gullible to what may appear to be legitimate and authentic media production, ranging from news reports to documentaries. In short, the utilisation of AI for “Reporting In The Brave New World” can impact press freedom and the media, and ultimately, the wider public.”

This caution comes ahead of the country’s scheduled General and Regional Elections, where the GPA is advising both the public and the media to be vigilant against misinformation and disinformation that may be produced by AI and appear legitimate. Editors and publishers of both legacy and online media must ensure that all content, AI-generated or not, meets established journalistic standards and ethics.

“You are the gatekeepers of professional content that, even without AI, ought to abide by international standards and ethics of journalism. The Association also warns politicians and their handlers against producing or facilitating the dissemination of deceptive election campaign content that may be generated by AI,” it said.

Furthermore, the United Nations Educational, Scientific and Cultural Organisation (UNESCO) aptly notes: “AI is increasingly influencing the integrity of elections, offering tools for fact-checking and combating disinformation while empowering journalists and voters to promote informed democratic participation. However, it poses risks, as generative AI enables the creation of misleading content like deep fakes, undermining trust in democratic institutions. Addressing these challenges requires collaboration among governments, media, and civil society.”

Additionally, the GPA believes that AI technology can be used effectively for public relations. The Association recommended that the Guyana Police Force explore the use and possibilities of AI in generating and disseminating content on the trends off crime from a statistical as well as sociological and demographic perspectives. The GPA said such content can be compelling in telling your stories to inform and engage the wider Guyanese public as well as shape public policy.

“We envisage, too, in the not-too-distant future a Guyana Police Force whose public relations mechanism is equipped with AI to generate accurate and timely news releases. Maybe, too, the Police Force may be able to deploy AI-powered humanoid robots that can provide interviews or hold press conferences as well as provide the most updated crime statistics. These are things that the real human officeholders no longer provide with any detail,” the association added.

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• AI, GPA, media, opportunities, risks

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