Media event highlights role of new technology

Chinese journalism faces both unprecedented opportunities and challenges amid the swift development of artificial intelligence, officials and experts said during a conference on Wednesday.

Wang Gang, deputy head of the Publicity Department of the Communist Party of China Central Committee, said journalism, especially traditional Chinese language print media outlets, must embrace emerging technologies such as 5G, cloud computing, big data and generative AI to adapt to technological changes.

He made the remarks during the 57th Annual Conference of the Chinese Language Press Institute in Beijing, which features artificial intelligence and the Chinese language press development.

The technological evolution driven by AI is reshaping how information is produced, disseminated and consumed, presenting both disruption and opportunity for traditional print media.

"As some Chinese-language media outlets face market shrinkage and declining revenues, the need for proactive adaptation to these technological changes has become urgent," Wang said.

A systematic transition is required for traditional Chinese media, including a robust presence on overseas social media platforms, a focus on mobile content and the development of new media formats that align with internet dissemination practices.

"By creating engaging content that resonates with younger audiences online, traditional media can revitalize their narratives and sustain their influence," Wang said.

However, slightly over 50 percent of media is actively embracing generative AI and exploring its application in news, according to a recent survey conducted by the Xinhua Institute, a think tank of Xinhua News Agency.

Liu Gang, head of the institute, said during the conference that only about 10.2 percent of 1,094 surveyed media organizations worldwide are actively embracing generative AI, while 41 percent are exploring its application in news.

"A significant portion of the surveyed media is still hesitating to adopt these technologies," Liu said.

Challenges such as internal resistance to AI-generated content and the need for updated workflows and talent development hinder more widespread adoption, he said, adding that the media industry is barely ready for the current swift development of AI.

For those who have been embracing AI, the report identifies seven primary areas in enhancing media operations, including event monitoring, content verification and language translation.

Furthermore, AI's role in content creation, distribution and audience engagement offers opportunities for innovation and efficiency, Liu said.

However, given concerns such as false information and data privacy, optimism regarding AI's integration into journalism is still limited. The survey shows that only 7.7 percent are highly optimistic about AI, while 9.7 percent are highly pessimistic.

"There is a clear need among respondents for enhanced regulation and cooperation within the media industry and beyond, ensuring that AI technologies serve humanity effectively," Liu said.

The report suggested to "combat technology with technology", encouraging the use of artificial intelligence for discerning truth and preventing information manipulation.

Moreover, establishing international industry standards is crucial to ensure safety and reliability. "In the face of shared global challenges, a fundamental set of technical norms is needed to guarantee the security and authenticity of information," Liu said.

Elevating the level of professionalism within the industry is vital for improving the quality of news reporting, he added.

Held by the Chinese Language Press Institute, the conference gathered over 100 guests, including leaders of Chinese-language media from home and abroad.

zhaoyimeng@chinadaily.com.cn