Transforming the communications industry in the digital age from “Artificial intelligence (AI) technology” is increasingly playing a role in the Thai mass media industry, including news, photography and graphics, not even creating avatars to work as news anchors who come to help read the news in the studio. But even though AI has many benefits, on the other side “There are serious penalties and huge consequences” if someone uses it without considering the code of ethics. Ethics and lack of adequate knowledge. On the occasion of “World Press Freedom Day 2024,” the Thai Journalists Association, UNESCO, the United States Embassy organized a seminar. “Media freedom in the era AI” to encourage citizens and the government to recognize the importance of press freedom by Dr. Sikhares Sirakarn, Chairman of the Academic Sub-Committee The Thai Radio and Television News Professional Council said that media is currently under a new ecosystem. “About Technology” is the infrastructure of foreign and western companies such as ChatGPT. The language model is written to be usable. and answer every question or concern. It has grown faster than social media. As a result, the way of working of the mass media is about to change. “There is an important translator like AI coming in,” which will be a new type of infrastructure in the media ecosystem of the 2020 era. 2022-2024, especially AI Journalist 101 called “Artificial Journalism 101” comes into play in 7 contexts: 1.Data Gathering, collecting news information in various journalism fields, 2.News – Script Writing, writing news scripts. 3.Fact-checking, bringing AI into the role of checking basic facts in news. 4.Audience Engagement, involving more viewers of all ages. 5.Automated Translation is used to automatically translate languages. 6.Personalized News-Content-Ads Delivery Personal news, content, advertising display 7.Automated Video-Audio Production & Editing Automated video in production And such sound editing makes “AI’s role more important in mass media work,” especially news agencies in foreign countries that use AI to do voiceovers for various media jobs. Organizing the Wimbledon tennis tournament or radio programs, until recently in 2023, a German tabloid newspaper announced it would lay off 200 employees and turn to AI instead. “Hollywood side” will use AI to create actors. or supporting factors as well until the group of actors And the people behind the first strike in decades last year had previously been to the “South Korea” event. They had already used AI to edit and simulate images of singers helping to perform together. “The studio side” commands the camera with AI. Even news announcers use AI and have developed the ability to speak and respond for the past 1-2 years, but if we look back at “Thailand” some news agencies have announced “Launching an AI news anchor” Moreover, “AI is being used in the political sector” that may even be used as a communication tool in selecting senators to produce campaign work, making a case study about “International media organization supervision policy” in managing AI innovation has two trends: 1. The media collaborates with AI companies like the AP news agency, announcing cooperation with various organizations to develop AI systems, and 2. Setting up their own agencies. To develop the AI system directly, such as “The New York Times sues over the use of works”, so the important problem from now on “How will we regulate it?” Because in the past, fake images have been created and may have been presented during the election of senators, causing people to believe this information. “Right now, media freedom is under a new ecosystem where technology AI plays a role in many ways. This makes regulators an important player, especially the media circle. They still believe that media associations must come up with their own guidelines. in checking information and using AI to write pieces of work, and may cooperate with AI production companies to develop together as well,” said Dr. Sikhares, while Air Chief Marshal Amorn Chomchom, secretary-general of the Security Committee National Cyber Safety said that news stories that are untrue and distorted and used to attack other people are a big problem. The World Economic Forum sees that in the next two years it will be at the top of the world because the use of AI has a more developed process than before. This can be done in real time, whether it’s taking a picture of a person’s face to let the AI learn the person’s face, gestures, voice, tone of speech (Deepfake). If there is a problem, there are usually two ways to look at it: “Development for people to make their own decisions” or control and regulate AI.” For this reason, the role of the media is important in telling “what is true or not” because at present there is not enough truth mixed up and told, such as banks. “Stop providing internet banking services” even though I have work and other services but I don’t tell you everything. “Tricking people into anger” because algorithms like people to comment or “Like” is a famous technique for telling informative stories. The problem is that “AI is being used as a tool to harm other people.” This is going to become a problem in the future for discerning whether “What is fake news (Fake News) or what is real?” This is a professional mass media that has social responsibility. They must be responsible for checking information and helping people avoid becoming victims. Therefore, we want all media to have freedom of speech. Thoughts before presenting anything Because we live in the real world, not the virtual world, AI seems to be changing the world. How prepared is the “Thai media” to know thoroughly, not superficially? “In this matter, we should look at AI as a tool to use and analyze data. To reduce search time would be a good thing. But choosing to use AI to present information here must come with your responsibility as well. Because in the future, everyone will have more and more opportunities to be deceived with their voice, personal image, and interactions using AI,” said Air Chief Marshal Amorn, as well as Chatchawan Sangkeettrakarn, a researcher at the Electronic Technology Center. and the National Computer said that the media plays an important role in educating people in an age where society is moving towards AI in order to be able to distinguish “what is real or not” because even technology experts, if they don’t look carefully, can hardly distinguish AI. In this same matter, the “mass media” must be an important mechanism for ensuring that people are careful in receiving information that they will benefit from. “The coming of AI” With today’s advanced technology, anyone can be a media person. If AI is used to create data, it may cause the information to be distorted and inconsistent with information from government agencies. As Thailand does not have laws regulating it like other countries, “it is difficult to regulate the safe use of AI,” so in the beginning we had to ask all parties to help each other. “Study cases abroad.” After all, AI is not 100% safe. “People” should really have thorough knowledge. To prevent negative effects from AI“In the future, every industry will have AI playing a role in some way. There must be a discussion with attitudes towards its use because AI has both positive and negative effects more and more. And don’t trust or rely on AI 100 percent because AI often composes messages to impress us. But the information may not be used correctly. Therefore, if you want to use it, you must check it,” said Chatchawan, Kanokwan Kerdphalanan, foreign news director. Krungthep Turakij newspaper said that the new generation understands AI well and can use it to write resumes in Gemini. Many foreign media also use AI to summarize articles as bullet points to attract 20% more young people. Both are using AI to change Voice to text in multiple languages Because journalists will take a long time to translate. There is also an AI called Foiabot that helps write court filings and can understand the law well and can also change text into data that is suitable for investigative journalism. In the future, the media will use AI as news anchors. Even on news websites, languages are translated using AI, including Thai, Chinese, and English, but there are still some translations that don’t match the meaning. This reflects how advanced “AI technology” is, but it still has shortcomings, especially in creating it. The more news content there is, the more emphasis needs to be placed on humanity in checking. Click to read more about the column “Scoop Page 1”.
