Press Council of SA (PCSA) – Guidance Notes

Introduction

Artificial Intelligence (AI) offers journalism and the media new tools in many areas of work, including in data analysis, in production, understanding audiences, targeting and much else. Generative AI can create text, visuals and audio that are often difficult to distinguish from material created by humans.  Reactions to AI in journalism have ranged from enthusiastic acceptance to strong fears that it will add to the destruction of journalism jobs and boost misinformation. Though it is too early to foresee the impact with any certainty, it is important for news organisations, newsroom leaders and journalists to be thoughtful when they deploy new AI tools, and to consider them in the light of the ethical principles that support audience trust in journalism.  At all times, any use of AI should be for the benefit of journalism and audiences. – DOWNLOAD GUIDANCE NOTES HERE