Western Balkan media face AI integration and editorial independence challenges

Discussions regarding the evolving landscape of journalism in the Western Balkans have highlighted two distinct challenges: the integration of artificial intelligence and the preservation of editorial independence.

At a conference held at the European House in Belgrade, media professionals discussed the impact of AI. Semir Mujkić, editor-in-chief at BIRN, noted that while he was initially skeptical, he now views AI as a vital tool for automating technical tasks, such as scheduling court hearings and analyzing large datasets, which can help prevent journalist burnout.

Simultaneously, media workers in the region are advocating for professional integrity against ownership interference. Staff at Vijesti expressed solidarity with journalists at Nova, arguing that media outlets are not mere commodities and that newsrooms cannot be treated as inventory to be moved according to a new owner's wishes. They emphasized that editorial policy and professional conscience cannot be acquired through business contracts or ownership rights.