In the new age of AI, people trust and transparency are increasingly important.
PUBLISHED: 4 Mar 2025 at 16: 02
The Thai advertising is being urged to create new methods to adapt to the quickly expanding and crowded media environment, which is threatening its life.
At a recent meeting of the Foreign Correspondents Club of Thailand (FCCT) in Bangkok, media experts said that the changing audience’s habits, fake news, artificial intelligence ( AI), and the rise of unqualified content creators on social media will be the biggest threats to journalism in 2025.
In response, it is crucial for the media to increase its competitive edge, increase people believe, and address the rise in AI impact.
54 % of Thais trust the media, according to the Reuters Institute and Oxford University’s 2024 Digital News Report, an improvement from 50 % in 2021. Thailand is now one of the media-trusting countries on the planet.
According to Mitch St. Hilarire, the Asia Pacific agent for the Writers without Borders Journalism Trust Initiative, Thai internet stores may also do more to raise their requirements and guidelines.
” This great confidence didn’t necessarily last long, and there should be preparations for unforeseen difficulties,” he said.
This includes creating and publishing editor guidelines, disclosing money, posting bylines, and developing sources to ensure trust and transparency.
If used incorrectly, AI poses a further threat to the integrity of media morality. With over 40 million monthly users, Sanook .com has been the most popular news site in Thailand for 20 years. It uses AI in full disclosure.
” It’s about how to survive in the future,” said Pinpaka Ngamsom, Tencent Thailand ( Sanook ) head of content.
She said,” This upheaval of AI is not a pattern; it’s more about how we use and maximize it than whether we should use it or not,” she continued.
The implementation of AI is largely influenced by the increasing need for information, accuracy, and competitors in online media in addition to changing audience preferences.
Ms. Pinpaka argued that using AI as a resource is analogous to using a calculator to calculate an calculation, and that well-trained, knowledgeable editors may make use of AI in their work.
Older editors may apply AI as a tool to prevent misinformation because they can write independently as well as using AI as a tool.
AI in news even poses a risk of spreading misinformation because, unlike Google, AI is unbiased and completely reliant on the information it receives.
” Artificial better works with experts,” she said.
According to Mr. St. Hilarire, the use of AI in media is about upholding morality in the office and how to use it. If businesses are open to the public about their use of artificial intelligence, at least consumers are aware and able to trust that it isn’t misconceptions.