Sep 30, 2026 · 37 min · 10 segments
Generative AI is a technological innovation that has created a seismic shift. But while technology can accelerate processes, it cannot exercise editorial judgment. The pursuit of truth remains a human…
Ladies and gentlemen, in 1964, Marcel McLuhan famously said that the medium is the message.
What happens when the medium itself can now create the message? Generative artificial intelligence is not just another technological innovation.
It is a seismic shift a structural transformation in the way information is generated, distributed, and understood.
For journalism and those of us entrusted with serving the public interest, this shift challenges not only our tools, but our principles as well.
At its core, journalism must continue to safeguard the dependence, truth and public trust.
AI can, of course, analyze, summarize, translate, and generate content at an astonishing pace.
It can process text, audio, and video in virtually any language, but it cannot assume responsibility.
That responsibility remains and must remain with journalists and editors.
Human verification, human judgment, and clear editorial accountability are essential to ensuring that information becomes truth, not just an output.
A journalist in the field verifying facts, confronting power and giving voice to those who could otherwise go unheard, performs an act that cannot be automated.
It is precisely this human presence that transforms raw data into meaningful, trustworthy journalism.
On the same note, we also have an obligation and responsibility as journalists to question and challenge AI how it is being deployed and how it truly impacts society.
At ERT, we view our journalists, editors and producers as the foundation of innovation.
From a European public service perspective, technology is not introduced to replace human roles, but to reinforce them.
We invest in skills, training and editorial awareness so that our people can use new tools with confidence and integrity as well as independence.
AI may assist the process, but purpose, responsibility and trust remain human.
Ladies and gentlemen, in 1964, Marcel McLuhan famously said that the medium is the message.
What happens when the medium itself can now create the message? Generative artificial intelligence is not just another technological innovation.
It is a seismic shift a structural transformation in the way information is generated, distributed, and understood.
For journalism and those of us entrusted with serving the public interest, this shift challenges not only our tools, but our principles as well.
At its core, journalism must continue to safeguard the dependence, truth and public trust.
AI can, of course, analyze, summarize, translate, and generate content at an astonishing pace.
It can process text, audio, and video in virtually any language, but it cannot assume responsibility.
That responsibility remains and must remain with journalists and editors.
Human verification, human judgment, and clear editorial accountability are essential to ensuring that information becomes truth, not just an output.
A journalist in the field verifying facts, confronting power and giving voice to those who could otherwise go unheard, performs an act that cannot be automated.
It is precisely this human presence that transforms raw data into meaningful, trustworthy journalism.
On the same note, we also have an obligation and responsibility as journalists to question and challenge AI how it is being deployed and how it truly impacts society.
At ERT, we view our journalists, editors and producers as the foundation of innovation.
From a European public service perspective, technology is not introduced to replace human roles, but to reinforce them.
We invest in skills, training and editorial awareness so that our people can use new tools with confidence and integrity as well as independence.
AI may assist the process, but purpose, responsibility and trust remain human.
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