Rapidly advancing generative artificial intelligence technology and journalism have converged during the biggest election year in history. As more newsrooms experiment with AI, the need for ethical guidelines and audience feedback have surfaced as key challenges.

The Poynter Institute brought together more than 40 newsroom leaders, technologists, editors and journalists during its Summit on AI, Ethics & Journalism to tackle both topics. For two days in June 2024, representatives from the Associated Press, the Washington Post, Gannett, the Invisible Institute, Hearst, McClatchy, Axios and Adams along with OpenAI, the Online News Association, the American Press Institute, Northwestern University and others, debated the use of generative AI and its place within the evolving ethics of journalism.

The goals: Update Poynter’s AI ethics guide for newsrooms with insight from journalists, editors, product managers and technologists actually using the tools. And outline principles for ethical AI product development that can be used by a publisher or newsroom to put readers first.

Data from focus groups convened through a Poynter and University of Minnesota partnership underscored discussion, while a hackathon tested attendees to devise AI tools based on audience trust and journalistic ethics.

Key takeaways:

• There is significant anxiety and distrust among audiences regarding AI in journalism, exacerbated by concerns over job security and the motives behind AI use​.
• Audiences largely want to be told when AI is used in news production.
• There is a need for clear, specific disclosures about how AI is used in news production to avoid label fatigue and maintain audience trust.
• Data privacy is a significantly overlooked concern in the deployment of newsroom AI tools and should be addressed.
• Newsrooms are encouraged to experiment with AI to discover new capabilities and integrate these tools thoughtfully into their workflows.
• Continuous audience feedback and involvement in the AI development process are essential to creating relevant and trustworthy news products​.
• News organizations should invest in AI literacy initiatives to help both journalists and the public understand AI’s capabilities and limitations, fostering a more informed and collaborative environment.

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Useful links

• Web page of the report in the Poynter website
• Full report PDF