The Association of Journalists of Serbia warns that Happy TV did not inform the audience that the announcers Bojana Filipović and Marko Popović who read the news are products of artificial intelligence, which is against the law
Announcers generated by artificial intelligence (AI), signed with Serbian names and surnames, appeared in the news on “Happy” TV, the Association of Journalists of Serbia (UNS) announced today (June 21).
In the announcement of that association, it is written that this is the first case in Serbia in which AI presenters read the news on television with national coverage instead of journalists.
It was stated that the AI announcers introduced themselves to the viewers as Bojana Filipović and Marko Popović, but that the television did not inform the audience that they were generated by artificial intelligence.
Representatives of that television told UNS that AI presenters are not a substitute for journalists, editors and other media professionals, but that their role is to improve the way content is presented and contribute to greater efficiency of production processes.
“Behind every published information there are still journalists, editors and expert teams who prepare, check and edit the content in accordance with professional and ethical standards”, asserts “Happy” television.
As they add, they see technology as a tool that can improve the user experience and open up space for new formats of communication with the audience.
As per the law
The Law on Electronic Media prohibits the publication of content that can mislead the audience, especially in news programs, but there are currently no specific provisions in domestic legislation directly related to the use of artificial intelligence in the role of television presenters.
UNS states that according to the Artificial Intelligence Act of the European Union, with which domestic legislation will be harmonized, viewers must be informed when content is generated or presented with the help of artificial intelligence.
