A new study by the Research Center for the Public Sphere and Society (fög) reveals widespread skepticism among the Swiss population regarding the use of artificial intelligence (AI) in journalism. While many Swiss people accept AI for tasks such as research, data analysis, and translations, there are reservations when it comes to writing headlines or full articles. The concern that AI could replace human journalists plays a significant role in this hesitation. Additionally, the study found that the Swiss public is not willing to pay for AI-generated content, presenting a potential financial challenge for media companies.
The researchers attribute this skepticism to ongoing uncertainty about AI, as well as the media’s focus on potential risks. The study recommends that media companies make their use of AI more transparent by disclosing their policies, processes, and any errors that may arise from AI usage.