Upotreba veštačke inteligencije u kreiranju medijskog sadržaja u Srbiji
The use of artificial intelligence in the creation of media content in Serbia

Summary/Abstract: The phenomenon of artificial intelligence is causing significant controversies worldwide, as well as numerous uncertainties and conflicting views on its use in various spheres of society, with attempts to find adequate solutions and recommendations on where the boundaries lie. Among the areas widely discussed in the public and scientific community where artificial intelligence has a significant impact are the media and journalism. Based on the findings of this study, nearly 70 percent of 23 influential media outlets have either utilized AI in content creation or have experimented with it. Editors in Serbia most commonly use chatbots for information gathering, text translation, drafting sections of articles, headline generation, and producing illustrations and photos for articles, while a small number rely on new software to write complete articles. The research indicates that, in Serbia, AI is employed in 44 percent of cases for daily news content, covering topics such as politics, society, economy, and international affairs, and in approximately 30 percent of cases for creating ”lighter” content.

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