Conference on the use of artificial intelligence in media held in Sarajevo

The European Union in Bosnia and Herzegovina organised a conference on the use of artificial intelligence in media in Bosnia and Herzegovina. The conference gathered experts in the fields of journalism, artificial intelligence, and law from Bosnia and Herzegovina, region, and the European Union.

The conference was an opportunity to present a study about the uses of artificial intelligence in media in Bosnia and Herzegovina, commissioned by the EU. The study assesses the perceptions of media professionals about AI, reviews their skills in using AI, and analyses the regulatory framework.

"Like any new technology, AI presents both opportunities and risks. A growing number of media professionals are integrating AI tools into their work. It is certain that this opens up new avenues for journalists to research their stories, access information in other languages, or even draft content. However the potential misuse of AI also generates new threats, including disinformation and harmful content, which could have a damaging effect on society as a whole. It is therefore necessary to implement adequate safeguards against misuse, balancing the opportunities artificial intelligence offers with ethical responsibilities to ensure transparency, accuracy and professionalism. I am glad that the European Union was able to support research into this rapidly evolving area through the new study presented today", stated Ferdinand Koenig, Head of Communications and Spokesperson of the EU in BiH.

Journalists and editors from 47 media outlets from seven cities participated in the study either through a survey or interviews. The study showed that almost two thirds of surveyed respondents, 62%, use some AI tool in their everyday work, but also that they face major challenges in terms of their knowledge for the effective and ethical use of AI.

The conference was an opportunity for opening a dialogue about responsible and ethical use of artificial intelligence in the media environment of Bosnia and Herzegovina and beyond. Participants discussed the transformative potential of AI and the ways in which AI can influence media processes, ranging from content generation to distribution and moderation.

The discussion also included ethical and legal issues and broader social implications, especially with the emergence of generative artificial intelligence, about different aspects of the use of AI in the sphere of disinformation, and about safeguards established by EU legislation or through self-regulation.

"The EU's legislative framework and the BiH's position in the context of applying the European artificial intelligence legislation include two key legal acts: the Artificial Intelligence Act and the Digital Services Act," said Amela Odobašić, Assistant Director for Broadcasting at the Communications Regulatory Agency of Bosnia and Herzegovina. "Through the European platform of regulatory bodies, which includes over 50 regulatory institutions from Europe, the Communications Regulatory Agency, both as an Agency and a professional body, monitors and actively participates in discussions on the application of regulations and the role of regulators in the field of artificial intelligence. Regulators focus on two aspects: how to use artificial intelligence to increase the efficiency of regulation and how to monitor its development in the future, without undermining the rule of law, human rights and democracy," stated Odobašić.