When AI takes over

BDK - A survey conducted by the Vietnam Journalists Association and the Vietnam Digital Communications Association in collaboration with management agencies, has provided an overview of the current press landscape in Vietnam. Data collected from hundreds of press units provides in-depth assessments of the current situation, challenges and directions for journalism in the digital age. Especially, under the impact of artificial intelligence (AI) technology and the transformation of the journalism business model.

Chairman of the Vietnam Journalists Association Le Quoc Minh presented the survey results at the 2024 National Press Forum (held in Ho Chi Minh City in March 2024). Photo: T. Thao

Current challenges

In the current period, the press has constantly innovated, created, flexibly and effectively promoted the application and mastery of modern communication technology with the launch of many new programs and products, spreading widely on digital platforms, having a good effect on society.

However, facing increasingly fierce competition from new forms of information such as social networks, it is an extremely difficult time for the world press as well as the Vietnamese press. The press brings useful information to society, but its important role and power for hundreds of years are being threatened. Due to continuous changes, especially in the past decade.

In March 2024, Editor-in-Chief of Nhan Dan Newspaper Le Quoc Minh - Deputy Head of the Central Propaganda and Mass Mobilization Department, Chairman of the Vietnam Journalists Association announced the results of a survey, with the theme "Challenges and opportunities of Vietnamese press". The survey attracted the participation of 111 press agencies, 66 magazines and 46 radio and television stations. The results showed that most press agencies are small-scale with less than 50 employees. The average age of the journalist team is usually between 36 and 45 years old, showing that the press workforce is aging. Units with monthly print circulation of less than 500,000 copies account for the majority and the number of online newspaper visits is also mostly under 500,000 visits/month, although a few units exceed 50 million visits.

Despite positive signs such as traffic growth in some units from 10 - 30%, in general, the level of access to young readers under 18 is still limited. This poses a big challenge in rejuvenating readers and innovating content to suit modern information consumption trends.

Application of technology and artificial intelligence

According to the survey, the application of AI in press agencies is still in its infancy. Only 46/117 press agencies said they are using AI and 29% said they have plans to deploy it. AI is mainly applied to support content production. However, the lack of specialized human resources and a clear strategy makes the exploitation of AI ineffective. Although AI opens up opportunities to improve workflows, reduce the workload for reporters and editors and increase production efficiency, it also brings many risks such as: misinformation, plagiarism and reduced public trust in the press if not well controlled.

In addition, the survey also collected information on the issue of revenue sources and business models of newspapers. Currently, the revenue of press agencies still mainly depends on advertising and the state budget. In 3 years (2021 - 2023), about 1/3 of press agencies recorded an increase in revenue of 10 - 30%. However, nearly half of the units said that revenue remained unchanged or decreased.

Revenue from print advertising has dropped significantly, from 85-90% in the past, to only about 20%. Although online advertising has increased, it is still unstable and dependent on technology platforms. Charging for online newspapers - a popular trend in many developed countries - has not received much attention in Vietnam, with only 9.4% of agencies planning to implement it.

The fact that platforms use journalistic content to train AI models without paying for it also raises copyright issues. Currently, many international press agencies have blocked AI tools from accessing content and requested compensation. Vietnam should consider implementing this soon.

Warnings and recommendations

Chairman of the Vietnam Journalists Association Le Quoc Minh expressed his hope that press agencies would pay attention to information from this survey. Because the “health” of a press agency is very important, this data is useful for orienting future activities.

Dong Khoi Newspaper applies multimedia communication solutions. Photo: Le Uyen

Worldwide, revenue from print and traditional advertising is falling sharply. However, international press agencies are actively shifting to new models such as: organizing events, charging for content, developing Podcasts, Videos , Audio will grow strongly... to increase engagement with readers and find sustainable sources of revenue.

A worrying trend is the phenomenon of readers “avoiding the news” due to the overload of negative information, causing a disconnect with the public. This further emphasizes the important role of building valuable, in-depth and humane content.

Chairman of the Vietnam Journalists Association Le Quoc Minh emphasized: “We must affirm that using AI is a mandatory direction and must certainly happen. But how to use it to take advantage of its advantages, instead of letting it destroy us, that is what press agencies must consider.”

Vietnamese journalism is at a “crossroads” between opportunities and challenges. Technology can be an ally or a threat depending on how we choose and act. It is time for press agencies to take drastic action, innovate their thinking, redo their strategies and find a path to sustainable development in the digital age. Editor-in-Chief of Nhan Dan Newspaper Le Quoc Minh - Deputy Head of the Central Propaganda and Mass Mobilization Department, Chairman of the Vietnam Journalists Association, borrowed the quote from the author of the book “The Great Salesman” to conclude his sharing: “Don’t hesitate any longer, act now, because this moment is the only thing we really have.”

Heather (recorded)

Source: https://baodongkhoi.vn/khi-ai-len-ngoi-20062025-a148466.html