Preserve credibility while leveraging AI in news, PR agencies: AsiaNet Forum
Given that the news and PR agencies are now embracing artificial intelligence (AI) within their operations, a cautious approach is necessary to preserve credibility and trust, industry leaders have observed.
They made the observation at a panel discussion at the two-day AsiaNet Board Meeting & Forum held in Singapore on 22-23 January, bringing together representatives from AsiaNet partners, including Xinhua, VNA, Yonhap, Bernama, Medianet, United News of Bangladesh (UNB), Kyodo News, according to UNB.
The session, moderated by Amrita Sidhu of Medianet, centred on strategies to optimise media operations in the digital age.
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As a panelist, Nahar Khan, executive editor of United News of Bangladesh (UNB), shared that UNB embraces the transformative potential of AI to enhance workflows and storytelling, but firmly believes that people must remain at the centre - shaping its application with human judgment, ethics and creativity.
"AI-driven tools have made way for a more creative, collaborative, data-driven and responsive newsroom environment," she added.
Anubha Verma, chief marketing officer of Press Trust of India (PTI), underlined that while AI presents immense opportunities for PTI and the whole media industry, it is crucial to adopt a cautious approach to preserve the credibility and trust that have been built over decades.
Pannee Yongpiyakul, managing director of Dataxet, shared that at Dataxet Thailand, their innovation process blends business-driven strategic planning with customer-driven insights, enabling informed decisions on pursuing and implementing innovations effectively.
He said their technical team continuously monitors technological developments to assess their potential impact on the company and its operations.
Michiko Fujimoto, director of Japanese media Kyodo JBN discussed how Kyodo News, Japan's leading news agency, approaches AI within their organisation.
Industry leaders at the high-profile conference also advocated for greater collaboration between PR firms and news agencies, urging them to combine their strengths in delivering accurate information on time.
