AI in Balkan Journalism: Tool or Threat to Independent Reporting?
AI Transforms Balkan Journalism, Raising Ethical Questions
Banja Luka, Bosnia and Herzegovina – Artificial intelligence (AI) is no longer a future consideration for newsrooms across the Balkan region, but a rapidly integrating component of daily journalistic practice. From transcribing interviews and analyzing data to producing multimedia content, AI tools are being adopted at varying speeds, though generally in early stages, according to recent observations.
While the technology offers potential efficiencies, its introduction in a region characterized by political and economic pressures on independent journalism is prompting debate about its responsible use and potential impact on editorial integrity. “Every technological revolution inevitably changes almost every aspect of society, and journalism is among the first areas to feel these changes,” says Dejan Rakita, a journalist with the investigative outlet Gerila in Banja Luka.
Rakita argues that the integration of AI tools raises new questions, particularly given the longstanding challenges faced by independent media in the Western Balkans. “Professional and independent journalists see this technology as a supportive tool – one that can improve research and speed up certain processes,” he explains.
AI as an Assistant, Not an Editor
At Radio Television Montenegro (RTCG), the public broadcaster, AI is already being utilized in the newsroom, but its role is deliberately limited. Vladan Jeknic, PR advisor for RTCG, stated that the primary function of AI is to support production processes. “We use Artificial Intelligence primarily as a supporting tool in production processes,” he said.
According to Jeknic, AI assists with the automatic transcription of interviews and broadcasts, searching and archiving large volumes of audio and video material, and the technical editing of journalistic content. However, a firm line is drawn: “AI has no editorial role. The responsibility for the content lies exclusively with journalists, editors, and newsroom staff.”
RTCG has also become the first public broadcaster in the region to adopt an ethical code for the use of AI. Jeknic explained that the goal is to establish standards for the responsible use of new technologies in journalism, driven by increasing competition for clicks and speed of publication.
Divergent Approaches Across the Region
The manner in which media outlets in the region are embracing AI varies significantly. Some newsrooms view it as a tool to enhance journalistic work, while others see it as a potential replacement for it.
Rakita notes, “Responsible media use AI to strengthen journalism,” but adds that “many portals with opaque ownership structures see AI as a substitute for journalistic work. Instead of being a tool, it becomes a machine for the mass production of generic content.”
In North Macedonia, the adoption of these technologies is still in its early stages. A recent investigation, “Artificial Intelligence in the Media of North Macedonia,” reveals that AI is primarily used as a supporting tool in editorial work, rather than as a strategic resource. Journalists utilize it for topic research, trend analysis, and the creation of multimedia formats, but a lack of formal editorial guidelines often places the responsibility for ethical use on individual journalists.
Vesna Ivanovska-Ilievska, editor-in-chief of UMNO.mk in North Macedonia, says that AI is becoming an indispensable part of the journalistic profession, but transparency is crucial. “The question is no longer whether AI is used, but how,” she says. “We do not publish texts that are entirely AI-generated. Whenever we use AI, we clearly state that graphics, illustrations, or translations were created with artificial intelligence, and we name the platform used.”
Speed, Efficiency, and Emerging Risks
Analyses of media development in the Western Balkans indicate that the greatest benefit of using AI lies in increased efficiency in newsroom operations. Journalists report that the technology helps them process information faster, analyze data, and automate routine tasks. However, serious ethical dilemmas are also emerging, including the potential spread of inaccurate or manipulative content.
Boban Tomic, a professor of media and communication in Belgrade, Serbia, says that the use of AI in journalism depends heavily on the capacity of individual newsrooms. “More developed newsrooms of larger media houses are using advanced generative AI tools that assist them create and edit journalistic texts.” These tools, he explains, can significantly improve investigative work, offering access to information sources at a speed unattainable by humans alone. AI is also increasingly used to create audio and visual content, from sound and video to graphic elements.
Tomic cautions against potential risks, stating, “AI can be a good servant – but also a bad master.” He identifies a lack of knowledge and understanding among those using these technologies as the greatest danger.
The transformation of the journalistic profession itself is another significant change brought about by AI. Studies suggest that journalists are increasingly becoming “intelligence editors,” combining human creativity with the speed of algorithms.
A recent survey of 20 journalists and media professionals from Albania, Kosovo, North Macedonia, Serbia, and Montenegro found that 80 percent do not believe AI will replace journalists, while 20 percent believe it could replace some media jobs.
Many media professionals in the region believe that AI will not replace journalism, but it will undoubtedly change the way it is practiced. “AI can help,” journalists from the region say, “but real journalism remains a human task.” AI still cannot replace context, critical thinking, and investigative work – the core elements of journalism.