Artificial Intelligence (AI) is no longer a futuristic concept in Balkan newsrooms. It is increasingly becoming an integral part of journalists’ daily work, from transcribing interviews and analyzing data to producing multimedia content.
However, the adoption rate of these new technologies varies across media outlets in the Western Balkans. Studies indicate that newsrooms in the region are still in the early stages of integrating these tools. Their most common applications involve automating routine tasks, processing large volumes of information, and accelerating production workflows.
«Every technological revolution inevitably transforms almost every aspect of society, and journalism is among the first sectors to feel these changes,» states Dejan Rakita, a journalist with the investigative media outlet Gerila in Banja Luka, Bosnia and Herzegovina.
According to Rakita, the introduction of AI tools in the Western Balkan media landscape raises new questions, particularly in an environment where independent journalism has long faced political and economic pressures. «Professional and independent journalists recognize this technology as a supportive tool—one that can enhance research and accelerate specific processes,» he explains.
AI as a Tool, Not an Editor
At the public broadcaster Radio Television Montenegro (RTCG), Artificial Intelligence is already part of daily editorial operations. However, as Vladan Jeknic, the broadcaster’s PR consultant, clarifies, its role remains strictly defined. «We primarily utilize Artificial Intelligence as a supportive tool in production processes,» he states.
According to Jeknic, AI assists with automatic transcription of interviews and broadcasts, searching and archiving vast amounts of audio and video material, and technical editing of journalistic content. Nevertheless, there’s a clear boundary: «AI has no editorial role. The responsibility for content rests solely with journalists and editors.»
Furthermore, RTCG is the first public broadcaster in the region to introduce an ethical code for AI use. Jeknic explains that the goal is to establish standards for the responsible deployment of new technologies in journalism, especially as the media industry becomes increasingly dominated by the pursuit of clicks and rapid publication.
Two Different Realities in Media
The way media outlets in the region utilize Artificial Intelligence varies significantly. Some newsrooms in Southeast European countries view it as a tool to enhance journalistic work, while others consider it a potential replacement.
Bosnian journalist Rakita states, «Responsible media use AI to strengthen journalism,» but adds that «many portals with opaque ownership structures view AI as a substitute for journalistic work. Instead of being a tool, it becomes a machine for the mass production of generic content.»
In a region where independent journalism has long been subject to political and economic pressures, such practices could further weaken an already fragile media system.
An Advantage for Larger Newsrooms
Boban Tomic, a Professor of Media and Communication in Belgrade, the capital of Serbia, notes that the use of AI in journalism heavily depends on the capabilities of individual newsrooms: «More advanced newsrooms within larger media houses utilize sophisticated generative AI tools that assist them in creating and editing journalistic texts.»
According to Tomic, these tools significantly enhance investigative work for journalists: «The speed at which AI can access information sources is far greater than what a human could achieve alone.» Beyond text generation, Artificial Intelligence is increasingly being used for creating audio and visual content, from sound and video to graphic elements.
However, the professor also warns of risks: «AI can be a good servant, but also a bad master.» He identifies the greatest danger in the lack of knowledge and understanding among those who utilize these technologies.
Small Newsrooms and New Technologies
In North Macedonia, the adoption of these technologies is still in its early stages. A study titled ‘Artificial Intelligence in North Macedonian Media’ reveals that AI is primarily used as a supportive tool in editorial work rather than a strategic resource. In practice, journalists employ it for topic research, trend analysis, or creating multimedia formats. However, the lack of formal editorial guidelines often shifts the responsibility for the ethical use of technology onto individual journalists.
Vesna Ivanovska-Ilievska, Editor-in-Chief of UMNO.mk in North Macedonia, states that AI is already becoming an indispensable part of the journalistic profession, but transparency is crucial. «The question is no longer whether AI will be used, but how,» she says. «We do not publish texts that are fully AI-generated. Whenever we use AI, we clearly indicate that graphics, illustrations, or translations were created with Artificial Intelligence and name the platform used.» Ivanovska-Ilievska is confident that audience trust can only be maintained with such an approach.
Pace, Efficiency – and New Risks
Analyses of media development in the Western Balkans indicate that the primary benefit of AI integration lies in increased editorial efficiency. Journalists report that the technology helps them process information faster, analyze data, and automate routine tasks. However, serious ethical dilemmas arise concurrently. A major concern is the potential spread of inaccurate or manipulative content. Deepfake videos, automatically generated texts, and manipulated photos can create new forms of media manipulation.
One of the most significant changes brought by Artificial Intelligence is the transformation of the journalistic profession itself. Studies show that journalists are increasingly becoming ‘intelligence editors,’ combining human creativity with the speed of algorithms.
The question of whether Artificial Intelligence will replace journalists is frequently debated in media discussions. Currently, most experts believe this will not happen. A survey of 20 journalists and media professionals from Albania, Kosovo, North Macedonia, Serbia, and Montenegro revealed that 80 percent of respondents do not believe AI can replace journalists, while 20 percent think it could replace some media professions.
Many media professionals in the region observe that AI will not replace journalism, but it will undoubtedly change how it is conducted. «AI can help,» say journalists from the region, «but true journalism remains a human endeavor.» After all, AI still cannot replace context, critical thinking, and investigative work—the core elements of journalism.
