AI is not a journalist, but it is already in the newsroom – can AI replace media workers?
28 April 14:30
Just a few years ago, artificial intelligence technologies seemed like the distant future, but today they are rapidly penetrating all spheres of life – from medicine to art, from law to journalism. Algorithms don’t just process large amounts of information – they write texts, create news, transcribe interviews, and even imitate human thought.
This raises a logical question: will artificial intelligence be able to replace journalists, editors, PR specialists, and everyone who works with content on a daily basis?
Along with new opportunities come new risks – from copyright to manipulation of facts, from loss of critical thinking to blurring of journalistic standards. In this article from "Komersant Ukrainian", we will look at the threats posed by the automation of creative work, why a complete replacement of humans is still unlikely, and how to effectively use AI as a tool rather than a rival.
AI without humans is an empty system
During the discussion panel “AI in business communications and PR: what are the benefits and where are the hidden threats”, Dmytro Samolyuk, Head of Digital Media Group at We Are Ukraine, shared his thoughts on how AI is changing journalism, media, and content in the digital space.
According to him, artificial intelligence is just a tool that works on the basis of already created content. If there is no new journalistic data, the system has nothing to learn from.
“If there is no human analyzing and providing content, AI will not receive or generate anything. It simply has nothing to take information from,” says Samolyuk.
Samolyuk also drew attention to the danger when AI models are trained on low-quality or propaganda content:
“We had a case where a notorious character bought thousands of media materials to create propaganda. If AI models learn from such publications, the result will be distorted and inadequate,” the expert notes.
AI content is under the shadow of YouTube and Google
The media group’s digital director also drew attention to the algorithmic discrimination of AI content on popular platforms. According to him, Google does not index websites without human intervention, and YouTube reduces the reach of videos, even if they are made with high quality.
Mr. Samolyuk is convinced that neither quality nor efficiency of content is possible without human involvement. Dmytro Samolyuk emphasized that AI is just a tool that should work under human control:
“Artificial intelligence is not a replacement for a journalist. It only enhances them if used properly. And the more we realize this now, the more effectively we will use this tool in the future,” Samolyuk said.
Why are AI answers out of context and dangerous?
Svitlana Sheremetyeva-Turchyn, Deputy CEO of RBC-Ukraine , emphasized that artificial intelligence is changing the media landscape, and not always for the better. According to her, large tech giants are reducing the visibility of original journalistic content, and instead are using it without permission. Svitlana Sheremetyeva-Turchyn explained that Google and other platforms are now generating answers to user requests themselves – without going to third-party resources:
“If you used to enter a query in a search engine – how to make a pie or what holiday is today – you were directed to authoritative sites. Now Google immediately gives you a structured answer. And in 70% of cases, this is enough – the user does not go to the site anymore,” says the media expert.
According to her, this poses a serious threat to the information ecosystem:
“AI uses information from our websites without respecting copyright. It gives it as its answer – and that’s it. No traffic means no income, no advertising, no layoffs in the newsrooms. And this is no longer a theory, it is already happening,” the expert says.
Media cannot influence – but must act
Sheremetieva-Turchyn emphasized that currently, editorial offices have virtually no leverage over the algorithms, but it is dangerous to postpone the dialog. Despite the threats, AI has the potential to be an effective tool for newsrooms – if used correctly. Western media already have examples of AI working in the format of automatic voiceovers, generation of virtual studios, and news digests.
“Currently, AI cannot work without humans. And no newsroom that strives for quality content can do without human control. It is our tool, but it should not become our competitor,” the expert summarizes.
Legal challenges, copyright and the new era of content
Dmytro Paliushchenko, Head of Business Support Practice at Juscutum, also outlined the key legal aspects of AI use in creative industries. According to him, companies ask whether their AI-based product or service is legal. Lawyers, in their turn, either help to bring the development in line with the law or look for ways to optimize it.
“Content created with the help of AI is not recognized as a copyrighted work, but it can be subject to property rights under the rules on so-called sui generis rights,” explains Palyushchenko.
These rights can belong either to the software owner or to the user, depending on the terms of the contract or license.
Legislative initiatives: Ukraine among the leaders
Ukraine became one of the first countries in Eastern Europe to lay the legal framework for the regulation of AI in the field of intellectual property.
“In 2023, a new law on copyright and related rights came into force, which explicitly contains a provision on works created with the help of computer programs,” Palyushchenko says.
In addition, in 2024, the Ministry of Digital Transformation presented the White Paper, a document containing recommendations on the ethical use of AI, including intellectual property aspects.
Dmytro Palyushchenko advises to read the policy of using AI platforms carefully, in particular, regarding the transfer of rights to the created content.
“Many models reserve the right to use the content you upload for further training. For example, Copilot gives you the property rights but reserves the license to use it,” he explains.
Such restrictions can be especially critical for businesses that work with confidential information or build commercial products based on AI.
So, despite the rapid development of artificial intelligence, no technology is yet able to completely replace humans in creative and analytical processes. AI can help, accelerate, and generate options, but it is not capable of realizing the ethical implications of decisions, deeply analyzing contexts, or taking responsibility. The true value of journalism, PR and communications lies in the ability of humans to ask uncomfortable questions, uncover the truth and not be afraid to think critically. That is why the future lies not in replacement but in cooperation.
