Digital transformation of journalism in the AI era: Not just a tool race

Chuyển đổi số báo chí thời AI: Không chỉ là cuộc đua công cụ

Speakers at the discussion session “Artificial intelligence and digital transformation strategies of Vietnamese press offices”. (Photo: Thanh Long)

Can't stand outside the AI wave

On June 20 at the National Convention Center ( Hanoi ), the discussion session "Artificial Intelligence and Digital Transformation Strategy of Vietnamese Press Offices" took place within the framework of the National Press Forum 2025, attracting special attention from the press, technology and media policy makers.

Right from the beginning, an introductory video created by AI opened the discussion atmosphere full of current events. Deputy Director of the Blockchain Technology and Artificial Intelligence Institute (ABAII) Dao Trung Thanh raised a series of thoughtful questions: How prepared is the Vietnamese press in terms of AI capacity and human resources? Do press agencies know how to choose and apply the right technology?

Deputy Director of the Blockchain Technology and Artificial Intelligence Institute (ABAII) Dao Trung Thanh moderated the discussion session. (Photo: Thanh Long)

According to Mr. Thanh, digital transformation is no longer a choice but a matter of survival for the press. Not only taking advantage of opportunities, newsrooms need to master the challenges that technology brings, while still maintaining the core values of journalism: creating vivid, quality press products and ensuring accuracy in information.

Three "knots" that need to be untied

Citing the latest survey conducted by the Institute for Policy Studies and Media Development (IPS) in collaboration with the Vietnam Journalists Association and the Vietnam Digital Communications Association, Director Nguyen Quang Dong provided a specific picture: More than 60% of press agencies have been using or have plans to apply AI, double that of 2023. The most popular tools today are ChatGPT, Gemini, Copilot and some internally developed software.

However, accompanying that growth are three major issues, according to Mr. Dong, that are directly affecting the effectiveness of AI application in newsrooms:

First, the focus is wrong. Most AI applications today stop at content production, such as suggesting titles, correcting spelling, translating, creating images or videos.

Meanwhile, more strategic steps such as analyzing reader behavior, developing business models, personalizing content, and optimizing revenue sources are left untouched.

Mr. Dong emphasized, “Newsrooms are viewing AI as a tool for reporters and editors, rather than a comprehensive solution to restructure the entire process of content production, distribution and commercialization.”

Director of the Institute for Policy Studies and Media Development (IPS) Nguyen Quang Dong. (Photo: Thanh Long)

Second, lack of overall strategy. Many news organizations have only deployed AI at the individual or department level, spontaneously, without formal internal policies and clear control mechanisms. This not only affects efficiency but also poses risks to professional ethics and reputation, especially when AI creates content without a systematic verification process.

Third, there is a lack of resources, both financial and human. The investment cost for AI in many newsrooms is still very low, mostly under 1 million VND/month or using the free version. In addition, the professional capacity in AI among the staff is limited. Collecting, storing and analyzing reader behavior data, an important condition for personalization, is also a significant obstacle.

AI must be linked to journalistic strategy and ethics

From international experience, Mr. Nguyen Quang Dong shared the AI model of The Globe and Mail (Canada) - where AI is used to evaluate content value, automatically screen and prioritize articles most suitable for each group of readers, and optimize paywall models (charging per article).

According to him, this is clear evidence that AI can play a strategic role in attracting readers and increasing revenue. Therefore, Mr. Dong emphasized that Vietnamese newspapers need to approach AI comprehensively, with a clear investment strategy, specific internal policies and appropriate control mechanisms. AI is not just a tool, but must become part of the content development, readership and business orientation of each newsroom.

Overview of the thematic session "Artificial intelligence and digital transformation strategies of Vietnamese press offices". (Photo: Thanh Long)

In particular, he also proposed that the Vietnam Journalists Association soon issue a set of rules for responsible use of AI across the industry, in order to create a framework of ethical standards, avoid the misuse of technology that causes loss of reputation, and help control information risks in the digital environment.

Personalize content and “shield” against fake news

Also sharing at the forum, founder of baomoi.com Nguyen Anh Tuan gave his perspective on personalizing the reader experience, an inevitable trend in the digital age. According to him, personalization comes not only from algorithms, but also from understanding the behavior, language and psychology of readers of each generation.

From his experience at Nhan Dan newspaper, VTV or Hoa Lo relic, he realized that young content teams, although inexperienced, have the ability to quickly grasp trends and create press products that spread strongly. That is clear evidence of the key role of the human factor - a factor that cannot be replaced by any technology.

Along with the potential for personalization, an equally pressing issue is AI-generated misinformation. “This is not just false information, but intentionally false content that aims to manipulate and cause harm,” said DIBIZ Chairman Dinh Toan Thang.

Speakers and delegates attending the discussion session. (Photo: Thanh Long)

He cited real-life examples such as impersonating charities, false food advertising, and distorted political reporting to show the severity of the problem.

According to Mr. Thang, the press must proactively build a “media immune system”, a mechanism for verifying and verifying comprehensive information, from text to images, audio and video. AI is not only a disruptive agent but also a tool to help the press defend against threats in the digital space.

Human-centric digital transformation

The story at VnEconomy is a testament to the ability to master technology if there is a suitable strategy. Journalist Dao Quang Binh, General Director and Editor-in-Chief, shared that as soon as OpenAI provided API for ChatGPT 3.5, this unit quickly tested the Askonomy platform and then developed Macrom AI Platform - an AI ecosystem built by the domestic team.

What's special is that this AI system does not use externally generated content but is built on internal data, to ensure the quality, tone and reputation of the editorial office.

According to Mr. Binh: “AI can increase productivity thousands of times, but will never be smarter than humans.” If journalists do not master technology, they will be led instead of using it as a tool to serve their professional goals.

Journalist Dao Quang Binh, General Director and Secretary General of VnEconomy. (Photo: Thanh Long)

On the other hand, Got It Vietnam Deputy Director Le Anh Dung suggested that newsrooms that do not have the conditions to develop their own platforms can take advantage of available tools such as OpenAI or Google. This is a cost-saving solution, suitable for the current situation of many small and medium-sized press units.

Don't go your own way, but go in the right direction

According to the Editor-in-Chief of the Nguoi Lao Dong newspaper, To Dinh Tuan, digital transformation is a long-term journey that requires a consistent strategy. For the Nguoi Lao Dong newspaper, the application of AI and digital technology has been implemented for 3-4 years, thereby saving costs, optimizing human resources while maintaining the quality of content. To date, this newspaper has been in the top 10 units in digital transformation of the press.

The success of units like VnEconomy or Nguoi Lao Dong shows that: there is no need to go on a separate path, but to go in the right direction, in accordance with the capacity and survival goals of each press agency. That is a more sustainable path in the increasingly strong and widespread AI wave.

The discussion session “Artificial Intelligence and Digital Transformation Strategy of Vietnamese Newspapers” ended with an important message: AI is not just a technological tool, but a catalyst for a comprehensive transformation, from organization, human resources to the operating model of the press.

To effectively leverage AI, news organizations need to develop a comprehensive strategy early, investing in data, human resources, and professional ethics. People, especially the younger generation of journalists, must be placed at the center of the process, with the role of verifying, guiding, and creating valuable content.

Digital transformation is not just a technical issue, but a revolution of thinking, where technology is the means, and the right intelligence and human responsibility are the destination.

Source: https://baoquocte.vn/chuyen-doi-so-bao-chi-thoi-ai-khong-chi-la-cuoc-dua-cong-con-318374.html