AI puts journalism to a moral test — Daily Maverick

In South Africa, Daily Maverick published a column by Vocento editorial CEO Fernando Belzunce, who called the rapid spread of artificial intelligence-generated disinformation a moral test for journalism. In his view, media outlets must maintain standards of verification and accuracy in an environment where digital platforms primarily reward content capable of attracting attention.

Disinformation faster than verification

Belzunce noted that AI makes it possible to quickly and inexpensively create fake images, videos, audio recordings and texts on a scale that was previously unavailable. According to him, false content can also be adapted for individual audiences using data on users' psychological, emotional and ideological characteristics.

The author referred to the World Economic Forum's Global Risks Report, which lists AI-generated disinformation among the most serious short-term threats to global stability. He stressed that the problem lies not only in the ability to distinguish truth from falsification, but also in the pace: false materials can be produced faster than society has time to verify them.

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Competition for attention

Over four years of communication with approximately 140 journalists from different countries, Belzunce concluded that media outlets face a common problem: it is not enough simply to report facts — they must make those facts matter to the audience. He links this to technology companies changing the rules for content distribution.

In the author's view, platforms are designed to maximize attention and engagement, rather than to distinguish reliable information from false information. In such a system, emotional, simplified or conflict-driven content often has an advantage over explanations, context and cautious assessments.

Belzunce believes that artificial intelligence can be a useful tool for journalism if it is used to improve the quality of work rather than merely to increase the speed or volume of content production. He named obtaining original information, investigations, fact-checking, context and trust as the profession's key values.