AI Is the Biggest Threat to Online Media-But Serious Journalism Isn't Done Yet

AI is the biggest threat to online media - but serious journalism can still win. Here's what PR needs to do.

AI is accelerating output and accelerating misinformation at the same time. For PR and communications teams, that means more reach, more risk, and less room for sloppy verification.

Four journalists on the front lines say the same thing in different ways: use AI for speed, never for certainty. That mindset should guide every comms workflow you run this year.

What journalists are seeing up close

Balša Rudović (Vijesti) uses AI for formatting, translation, document summaries, search, and polishing. It saves time on routine work - but he warns against blind trust. The more text you feed a system, the more it can drift from the brief. Realistic AI videos are the biggest danger, especially in political messaging aimed at older voters.

On impact, he points to online and print as most exposed. Social platforms already broke the media's narrative control years ago. AI just presses the gas. His view: responsible methods and innovation can keep serious journalism alive.

Slađana Đukanović (CDM) uses AI for quick data passes, first drafts, and document hunts - with strict human control. She says traditional outlets that chase speed and volume are the most vulnerable. The counterweight is research, context, and analysis. Credibility comes from what AI can't do on its own.

Katarina Rabrenović (RTCG) treats AI as a careful ally. She sees AI-made content daily that looks real at first glance and falls apart on inspection. Portals are prime targets because fast publishing meets faster AI generation. Her stance: keep the intuition and critical thinking; use the tools, don't trust them.

Marko Vukajlović (Raskrinkavanje.me) reports a noticeable rise in AI content: geopolitics, climate, dystopia - plus deepfakes using public figures. Tools are cheap or free, so volume is climbing. Their team analyzed 100+ AI-tainted items in six months, and that's a floor, not a ceiling. The biggest risk sits on social networks, where verification is weak and reach is high. His answer is simple: independent, accurate, objective journalism.

What this means for PR and communications

Your team is now a mini-newsroom. Your job is to move fast with proof, train for AI-driven falsehoods, and prepare for deepfakes that weaponize your brand assets and spokespersons.

Adopt AI where it's safe: summaries, initial drafts, data triage, translation, tone passes. Then enforce human verification and final edits. If it reads clean and confident, that's when you check it twice.

Build a verification-first workflow

• Source validation: Require named sources, primary docs, and original files. No source, no publish.
• Media checks: Run reverse image/video searches and frame-by-frame reviews. Look for artifacts, mismatched lighting, odd reflections, and blurred edges around faces and hands.
• Data trails: Keep receipts. Store URLs, timestamps, and contact logs in one place for rapid tracebacks.
• AI audit step: If AI assisted any part of the work, record the prompts, tools, and human reviewer.
• Labeling: Publicly label AI-assisted outputs where relevant. Transparency builds trust.

Deepfake-ready crisis protocol

• Golden hour plan: Who verifies, who approves, who speaks. Make it a single page your team can act on immediately.
• Proof kit: Maintain a vault of verified spokesperson footage, voice samples, and reference images to counter fakes quickly.
• Content credentials: Explore content authenticity standards like C2PA and watermarking for sensitive assets.
• Public statement playbook: Short, factual, and visual. Show comparisons and metadata when possible.
• Platform escalation: Predefined contacts and takedown language for social platforms and media partners.

Smarter use of AI inside your team

• Keep AI on a leash: Use it for outlines, summaries, keyword mapping, and language support. Human judgment owns the message.
• Limit long generations: Short prompts, short outputs. Long runs drift. Break work into pieces.
• Force checks: For any AI-derived claim, require a human to find a primary source.
• Train everyone: Detection habits beat tools. Teach staff to spot telltale signs and confirm before they share.

Media relations in the AI era

• Send proof, not fluff: Offer raw files, EXIF where relevant, transcripts, and expert contacts. Help reporters verify fast.
• Think context-first: Provide background, methods, and limitations. This reduces misinterpretation and misquotes.
• Anticipate doubt: Journalists are wary of AI-polished copy. Be upfront about any AI assistance.

Monitoring that actually works

• Social listening with intent: Track your brand, execs, and key narratives plus "fake," "leak," and "voice note" variants.
• Watch older demographics: They're often targeted by synthetic videos. Adjust channel mix and education efforts accordingly.
• Pattern awareness: Follow reputable hubs tracking disinformation techniques, such as EU vs Disinfo.

What to copy from serious journalism

• Verification beats velocity. If you're first and wrong, you lose twice.
• Context is your moat. Data without framing is fuel for misinformation.
• Transparency earns forgiveness. Clear about methods, clear about mistakes, quick to correct.

Quick checklist for your next campaign

• AI-use policy in writing and enforced
• Fact-check step with primary source proof
• Crisis contacts and 60-minute response drill
• Asset authenticity plan (watermarks, credentials)
• Press kit with verifiable materials
• Monitoring triggers for deepfake keywords and lookalikes

Bottom line

AI threatens any channel that rewards speed over truth. But the fix is clear: strong verification, smart tooling, and honest context. That's how serious journalism survives - and how your brand does, too.

If your team needs structured upskilling on AI use, verification, and prompt skills for communications roles, explore practical programs here: Complete AI Training - Courses by Job.