Media companies are grappling with integrating AI into their newsrooms while allowing AI firms to use their content for model training. This convergence raises ethical dilemmas, forcing these companies to balance technological experimentation, maintaining public trust, and upholding legal rights. Most organisations permit controlled AI use with human oversight, especially concerning AI-generated articles and visuals.

The Associated Press (AP) treats AI outputs as unverified, using AI-generated images only with clear labels. The Guardian requires human supervision and senior editor approval for AI implementation. Reuters focuses on trust and responsibility in its flexible AI approach. The AP's partnership with OpenAI sets a precedent, though content rights disputes and tech giant negotiations continue. Disclosing AI use for reader trust is a consensus.

On the other side, CNET, owned by Red Ventures, halted AI-generated content publication due to transparency concerns. This followed criticism from The Verge about undisclosed AI tool use. CNET used AI to boost search ranking with traffic-attracting articles and affiliate marketing opportunities. The developed AI tool lets editors combine AI text with their input. CNET defended the strategy, citing common automated data insertion in finance content and promising notifications for automated technology use. Despite controversy, Red Ventures remains committed to SEO-focused content creation.

Why does this matter?

The integration of AI in media carries profound implications for journalistic ethics, public trust, and legal rights. Striking a balance between technological advancement and journalistic integrity is crucial as news organisations adopt AI tools and collaborate with AI companies. Transparent disclosure to the audience is vital, and discussions about content ownership and rights are emerging. CNET's suspension of AI-generated articles highlights concerns about transparency, ethics in SEO-driven content creation, and the broader impact of AI on journalism. This incident emphasises the need for responsible AI use, sparks debates about AI's role in storytelling, and underscores the future challenges and opportunities of AI in media.