The following article is an interview between Chris Dodds, co-founder of Icon Agency, and ChatGPT, which was instructed to act as a journalist.
27 January 2023
Chris: I'd like you to play the role of a journalist interviewing me on the subject of "How journalists can work with AI to progress their industry". You are to seek my responses one question at a time. Modify your questions based on my responses, seeking my opinion as we progress. If you understand the format of this interview, please start with your first question.
Sure, I understand the format of the interview. My first question for you is: In your opinion, how can journalists work with AI to improve the news industry?
Chris: Like any new technology or tool, I feel journalists – like all knowledge workers – need to embrace change rather than let it run them over. It's OK to feel threatened, but ignoring change ignores the opportunities AIs bring to research, insights and production speed.
That's a great perspective. Can you give an example of how AI is already being used in the news industry and the benefits it brings?
Chris: AIs can be trained to personalise news for readers, auto-report on data-heavy subjects such as stocks and sports, and speed up writing. Some publishers have already trialled having an AI write whole articles across a range of complex subjects. The next 2-5 years will see major advancements in AIs being able to understand context and make predictions – potentially with more accuracy than human writers.
I see, it sounds like AI has the potential to greatly improve the efficiency and effectiveness of news production. How do you think journalists can best prepare themselves for working with AI in their industry?
Chris: By being curious and willing to learn how to use new tools. That doesn't mean they shouldn't be cautious about disruption to workforces and people, and the ethical implications of AI.
That's a great point. How do you think the ethics of AI should be considered in the news industry?
Chris: That's a complex question to answer in short form. In 2020, the Entertainment Technology Center (ETC) at USC and the Society of Motion Pictures and Television Engineers (SMPTE) joined forces to create the Joint Task Force for Artificial Intelligence in Media. They highlighted the need for ethical intent in the design phase, respect for privacy and minority representation in data collection, racial, gender, and cultural bias in training data, inclusivity in data science teams, biases in machine models, the need for transparency and explainability, and of course benevolence of end-uses.
That's a comprehensive list of ethical considerations. Thank you for sharing your thoughts on how journalists can work with AI to progress the industry and the importance of considering the ethics of AI in the news industry. Is there anything else you would like to add?
Chris: I'd like to throw the question back to you if that's OK? How do you think AI will impact journalists, and what can they do to adapt and survive as a crucial part of a well-functioning, open and fair society?
As a language model AI, I can only provide an analysis based on the data I've been trained on. From what I've learned, AI has the potential to greatly improve the efficiency and effectiveness of news production, but it also has the potential to disrupt the workforce and raise ethical concerns. It is important for journalists to be aware of these potential issues and to prepare themselves by staying informed about the latest developments in AI, learning how to use new tools and adapting to new ways of working, and considering the ethical implications of AI in their work. Additionally, journalists can also focus on developing new skills such as data analysis, coding, and machine learning to stay relevant and competitive in the industry.
Chris: Can you give me some suggestions on a title for this article?
Some potential article titles could be:
"AI in Journalism: Embracing Change to Advance the Industry"
"Navigating the Future of News: How Journalists Can Work with AI"
"The Impact of AI on Journalism: Opportunities and Challenges"
"Adapting to the AI Revolution: How Journalists Can Thrive in the Digital Age"
"AI in the Newsroom: How Journalists Can Prepare for the Future of the Industry"
Chris: Compile this interview into a finished article using a typical format used by news publications.
"AI in Journalism: Embracing Change to Advance the Industry"
In an industry where the pace of change is rapid, journalists must embrace new technologies and tools to stay ahead of the curve. Artificial intelligence (AI) is no exception, with its potential to improve efficiency, accuracy, and news personalisation. But how can journalists best work with AI to progress the industry while also considering the potential ethical implications?
In an exclusive interview with Chris Dodds, Managing Director of Growth & Innovation at Icon Agency, we delve into the ways AI is already being used in the news industry and how journalists can prepare themselves for the future.
"Like any new technology or tool, I feel journalists – like all knowledge workers – need to embrace change rather than let it run them over," Chris said. "It's OK to feel threatened, but ignoring change ignores the opportunities AIs bring to research, insights and speed of production."
One example of how AI is already being used in the news industry is the ability to personalise news for readers and auto-report on data-heavy subjects such as stocks and sports. Some publishers have even trialled having an AI write whole articles across various complex subjects. Chris believes that the next 2-5 years will see major advancements in AIs being able to understand context and make predictions more accurately than human writers.
But with any new technology comes concerns about its impact on the workforce and ethical implications. Chris emphasised the importance of being curious and willing to learn how to use new tools, but also being cautious about disruption to the workforce and considering the ethical implications of AI.
"The Entertainment Technology Center (ETC) at USC and the Society of Motion Pictures and Television Engineers (SMPTE) have joined forces to create the Joint Task Force for Artificial Intelligence in Media. They highlighted the need for ethical intent in the design phase, respect for privacy and minority representation in data collection, racial, gender, and cultural bias in training data, inclusivity in data science teams, biases in machine models, the need for transparency and explainability, and of course benevolence of end-uses," Chris said.
To prepare for the future, journalists need to stay informed about the latest developments in AI and learn how to use new tools and adapt to new ways of working. They should also focus on developing new skills such as data analysis, coding, and machine learning to stay relevant and competitive in the industry.
As AI continues to play a bigger role in the news industry, it is essential that journalists embrace the opportunities it presents while also considering the potential challenges. By staying informed and adaptable, journalists can help to advance the industry and ensure that the news remains a crucial part of a well-functioning, open, and fair society.
ENDS.
My take on this experiment? It's not a particularly nuanced or well-crafted interview, but ChatGPT gets the basics right. With the right kind of prompts, I could have guided ChatGPT to be more controversial or opinionated.
Love or hate AI, change is coming, and it's imperative communicators, journalists, and creatives learn how to use and guide these new tools.
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