“Journalism Will Always Need Journalists.” The Perceived Impact of AI on Journalism Authority in Switzerland

The increasing adoption of generative AI in news media presents new challenges to journalism, particularly during an era marked by disinformation, audience disaffection, and mistrust towards news media and journalists. The proliferation of voices in news discourse, especially with the rise of social media platforms, has further questioned journalism’s authority, which is defined as the socially constructed right to be listened to [Carlson, 2017. Journalistic authority: Legitimating news in the digital era. Columbia University Press]. This paper examines the integration of AI in Swiss news media through focus groups and semi-structured interviews with 16 media professionals from various newsrooms across the country. The research aims to understand journalists’ perceptions of AI’s impact on journalism’s authority and to identify strategies for ensuring the responsible use of AI without undermining this authority. Findings indicate that a pluralistic governance approach, emphasizing guidelines and human oversight, is crucial for the responsible implementation of AI in the editorial process. Additionally, maintaining emotional agency in news gathering and storytelling is identified as a key strategy for journalists to reaffirm their authority amidst the growing presence of AI in newsrooms.