Digital Transformation and Artificial Intelligence: Ethical and Responsible Use in Media

The primary objective of this research and resulting analysis was to explore the utilization of generative AI in newsrooms to improve efficiency, accuracy, and engagement in news reporting, identify best practices for integrating generative AI technologies while also highlighting and mitigating the risks of its misuse in media reporting and to promote responsible and ethical journalism in the digital age. This research is also intended to support the efforts of self-regulation and implementation of the Media Strategy (MS), where digital competencies and quality of media content are highlighted as one of its goals (MS goal 5).  The publication is available in Serbian language.