On September 26, 2024, the “Artificial Intelligence in Media Bosnia and Herzegovina” (MEDIAiBiH) conference was organized by the Social Sciences Research Center at International Burch University on behalf of the European Union in Bosnia and Herzegovina. The event brought together experts from various sectors, including media, law, and AI development, to discuss the present and future implications of AI in journalism and media regulation. The conference featured two insightful panel discussions and the presentation of a comprehensive study on AI usage in the media landscape of Bosnia and Herzegovina.
Study Presentation: AI Usage in the Media of Bosnia and Herzegovina
A key highlight of the conference was the presentation of the study on this topic conducted by the Social Sciences Research Center , led by Amer Kurtović, deputy Director. The study revealed crucial insights into the current state of AI utilization among journalists across the country. According to the study, 90% of journalists in Bosnia and Herzegovina are aware of AI tools, but only 2% of media outlets have formalized and integrated AI usage into their operations. While 62% of journalists regularly use AI for tasks such as translation and research, its application remains largely limited to basic functions, showing a gap between awareness and practical, comprehensive usage.
A significant barrier to the widespread adoption of AI in journalism is the lack of formal education on the subject. The study found that 85% of journalists reported never having received any structured training on AI, while a considerable number expressed a desire for such education to improve their understanding and usage of these tools.
Concerns were also raised regarding the potential for AI to inadvertently propagate bias or misinformation. Given these risks, the study emphasized the need for a regulatory framework that addresses the ethical use of AI in journalism. In addition to legal regulations, the study strongly advocated for self-regulation within media organizations. By implementing internal policies that ensure transparency and accountability in AI-assisted reporting, media outlets can mitigate the risks associated with this emerging technology and preserve journalistic integrity.
The study, furthermore, highlighted the dual nature of AI’s influence: on the one hand, AI can improve efficiency by automating routine tasks, but on the other hand, it poses challenges in terms of ethics, accuracy, and editorial control. The research also indicated that there is the need for regulatory frameworks to ensure responsible AI use in journalism and emphasized the importance of capacity-building initiatives to equip journalists with the requisite skills.
Panel Discussion 1: Robo-Journalist or AI Assistant – Harnessing AI for Better Journalism
The first panel focused on the evolving role of artificial intelligence in journalism and how it can assist journalists in their daily workflows. Moderated by Enes Hodžić from the Balkan Investigative Reporting Network (BIRN), the discussion explored how AI can support journalistic processes while maintaining ethical standards.
The panel featured several distinguished speakers, including: Danina Mahmutović (Swedish Radio), Ermina Gakić Kulenović (Al Jazeera Balkans), Emir Zulejhić (Zašto ne), Elmir Huremović (FENA), Aimilios Perdikaris (Athens Macedonian News Agency), Ruslana Margova (GATE Institute at Sofia University Climent Ohridsky).
The panelists shared insights into the ways AI can enhance productivity by handling routine tasks such as transcription, translation, and data analysis, allowing journalists to focus on more in-depth reporting. However, they also raised concerns about potential risks related to editorial independence, job security, and the ethical implications of relying on AI in newsrooms. The panel highlighted the importance of using AI as a supportive tool rather than a replacement for human expertise, stressing the need for transparency and editorial oversight to avoid the risks of bias and misinformation.
Panel Discussion 2: Regulating the Robot – Approaches to AI in Media Legislation
The second panel focused on the governance and regulatory frameworks surrounding artificial intelligence in media. Moderated by Haris Hasić, Professor of Law, the panel brought together experts in legal and media regulation to discuss how AI can be ethically and effectively regulated in the media sector.
The panel featured several prominent speakers, including Ljubiša Bojić (Institute for AI Research and Development of Serbia / Institute for Philosophy and Social Theory, University of Belgrade), Josip Popovac (Croatian Agency for Electronic Media), Nasir Muftić (Faculty of Law at the University of Sarajevo), Amela Odobašić (Regulatory Agency for Communications, BiH), Deniz Wagner (Adviser to the OSCE Representative on Freedom of the Media), and Noémie Krack (Center for IT and IP Law, Catholic University of Leuven).
The discussion revolved around the regulatory challenges posed by AI in the media, with the speakers examining international frameworks such as the AI Act and the Digital Services Act. The panel emphasized the need for self-regulation, transparency, and the establishment of ethical guidelines to ensure the responsible use of AI in journalism. While Bosnia and Herzegovina currently lacks a formal regulatory framework for AI, the panelists highlighted the country’s participation in ongoing EU-led discussions and the importance of aligning national legislation with EU standards as BiH moves forward on its EU integration path.
With Bosnia and Herzegovina holding EU candidate status, the need to align national legislation with EU regulations, such as the AI Act, becomes increasingly important. The conference concluded that AI in journalism should be viewed as a tool that, when used ethically and responsibly, can enhance journalistic practices without compromising the core values of media integrity and democracy.
To access the full study and explore its findings in detail, please follow this link.