SARAJEVO, September 26 (FENA) – Around 90 percent of journalists in Bosnia and Herzegovina have some level of awareness about artificial intelligence (AI) tools, but only two percent of media outlets widely utilize AI, according to a study conducted by the International Burch University titled “The Use of Artificial Intelligence in the Media Space in Bosnia and Herzegovina,” funded by the European Union.
The study assesses journalists’ perceptions of AI, how AI is used in newsrooms, and the regulatory framework regarding AI in Bosnia and Herzegovina.
Ferdinand Koenig, Head of the EU Delegation’s Communication Department in BiH, stated that understanding the impact of artificial intelligence on various fields is just beginning, which is why the study was commissioned—to gauge AI’s influence on media.
“AI offers many opportunities. About 62 percent of respondents reported using AI for translation or research in their work. However, AI also poses threats or risks, as its misuse could harm democracy, given that trust in the information we receive is crucial for democratic societies,” he said.
He emphasized that legislative regulations in the media sector are evolving rapidly and expressed satisfaction that the EU plays a leading role, especially in addressing fundamental concerns and finding solutions.
“Bosnia and Herzegovina, as a candidate country on its path to the EU, will have to adapt to European legal regulations,” Koenig noted.
Amela Odobašić, Assistant Director for Broadcasting at the Communications Regulatory Agency of BiH, stated that regarding applying the European legislative framework concerning AI, two key laws are mentioned: the Law on Artificial Intelligence and the Digital Services Act.
“Bosnia and Herzegovina currently lacks a legislative framework or regulatory provisions regarding artificial intelligence,” she said.
However, she added that since the EU’s Law on Artificial Intelligence was only adopted in May, BiH is not significantly lagging in this regard.
Amer Kurtović, Deputy Director of the Center for Social Research at International Burch University, highlighted that the study surveyed 64 journalists from 42 media outlets across six cities (Banja Luka, Bijeljina, Mostar, Sarajevo, Tuzla, and Zenica). Eight journalists and editors from various media organizations were interviewed, and a vignette experiment was conducted with seven journalists to develop news stories with and without AI assistance. The regulatory framework in BiH concerning the use of AI was also analyzed, including legislative and self-regulatory aspects in the context of alignment with European legal standards and international norms.
He noted that about 25 percent of media outlets plan to integrate AI into their newsrooms soon, and journalists with advanced knowledge of AI outnumber the media organizations that officially use AI by a ratio of 5:1.
An interesting fact is that less than half of journalists and university professors of journalism can distinguish between articles written with the help of AI and those produced using traditional journalistic methods.
Among other findings, over 85 percent of journalists reported they had not received formal training in AI and felt they lacked the skills for effective AI utilization. The main obstacles they identified include time (40 percent), resources (35 percent), and the perception that training is unnecessary (35 percent).
There is also significant internal and public distrust regarding content developed with AI, as some believe AI lacks the authenticity needed in journalism.
The integration of AI in media in BiH is in its early stages, with plans for expansion due to the potential for automation and increased efficiency. There is an urgent need for educational programs to bridge the knowledge gap, change perceptions, and support the ethical use of AI in journalism.
