Bünyamin Tekin, Brussels
Artificial intelligence is transforming the global media landscape in ways that both empower and endanger journalism, top officials and experts warned on Wednesday during UNESCO’s signature event marking World Press Freedom Day.
Held at the Bozar Center for Fine Arts in Brussels, the day-long conference, titled “Reporting in the Brave New World: The Impact of Artificial Intelligence on Press Freedom and the Media,” brought together journalists, government officials, academics and tech leaders to debate the rapid rise of generative AI and its consequences for press freedom, public trust and democratic values.
UNESCO Director-General Audrey Azoulay opened the event by warning that AI systems, if left unregulated, could weaken journalism by spreading disinformation, deepening polarization and undermining media sustainability. “Information must remain a public good,” Azoulay said. “Journalism powered by professional ethics and human judgment cannot be replaced by algorithms.”
She cited three priorities for protecting journalism in the AI age: ensuring the economic viability of independent media, improving media literacy among the public and content creators and demanding greater transparency from digital platforms that distribute news.
Azoulay also talked about the need for equitable AI governance, noting that major platforms and tech firms often repurpose news content to train large language models without compensating publishers.
Belgian officials, including Minister of Consumer Protection Rob Beenders and Flemish Minister for Resources and Media Cieltje Van Achter, echoed UNESCO’s concerns. Beenders described journalists and independent media as “essential to fight against misinformation and the and the perpetration harmful real stereotypes ” and warned that the rise of digital surveillance and algorithmic manipulation poses serious dangers to journalists and vulnerable communities.
Van Achter said AI holds potential for supporting journalism but stressed the continued importance of human-led reporting. “Human journalism still does have a heavy lift. Integrity, judgment, context,” she said.
She added that public broadcasters must model responsible AI use by clearly labeling AI-generated content and being transparent about its deployment. Van Achter praised the recent adoption of the European Media Freedom Act, calling it “a milestone” in safeguarding independent journalism across the European Union.
Among the most anticipated speakers was AI pioneer Yoshua Bengio, who appeared via video message. Bengio said the current pace of AI development is far faster than previously imagined and could soon outpace human capabilities. “But we must keep in mind that if introduced without adequate safeguards, these systems could amplify cyber attacks and other threats but also risks linked to today’s topic, such as propaganda, misinformation and personalized persuasion campaigns,” he warned.
Bengio urged journalists to play a watchdog role in holding developers and political leaders accountable. “They will need to ensure that they continue to inform the public objectively and make sure that corporate and political leaders involved with frontier AI models remain accountable,” he said.
The event also included participation from the European Commission. Vice President Henna Virkkunen emphasized the need to combat strategic lawsuits against journalists and reduce online harassment. She pointed to the 2024 death toll for journalists — 124, including 82 in Gaza — and said, “There must be no tolerance or impunity for the killing of journalists anywhere, anywhere.” She added that the European Union must remain “a stronghold for press freedom in an increasingly dangerous world.”
A recurring theme throughout the day was the blurred line between journalism and content creation. In a panel discussion Colombian journalist Jaime Abello Banfi and Nigerian content creator Tobi Ayeni shared their experiences as two different generations of media workers. Ayeni described content creators as “storytellers” who increasingly act as intermediaries between professional journalism and younger audiences. She welcomed UNESCO’s new training initiative for influencers, which has reached 10,000 creators in 165 countries.
But she stressed that journalism remains the foundation of truth. “The best content creators cite journalists,” Ayeni said. “We amplify their work. We’re not here to replace them.”
Speakers also raised concerns about the disproportionate harm AI systems could inflict on women journalists. Glenda Daniels, associate professor at the University of the Witwatersrand, Johannesburg, said AI risks amplifying existing patterns of gender-based abuse and online harassment. “We’re entering an era of digital misogyny at scale,” she said. “We need bias-checking tools and enforceable ethical standards.”
Brazilian Deputy Secretary for Communications Nina Santos highlighted her country’s proposed AI law, which mandates transparency, data protections and financial compensation for creators whose work is used in AI training. She called for more inclusive governance and warned against replicating colonial patterns of data extraction.
Representatives from tech companies including Microsoft defended their efforts to build responsible AI tools and combat misuse. Katarina Wallin Bureau, Microsoft’s general manager for strategic relations, said the company is working to ensure that AI tools respect content credentials and promote transparency, citing Microsoft’s participation in the Coalition for Content Provenance and Authenticity.
Rebecca MacKinnon, vice president of the Wikimedia Foundation, stressed that not all platforms are alike and called for regulations that differentiate between commercial tech giants and public interest platforms. She said Wikipedia, edited by volunteers in more than 300 languages, plays a key role in maintaining information equity and trust in the digital age.
As the conference progressed, the challenges of content licensing, data infrastructure, digital safety and algorithmic bias loomed large. Several speakers called for stronger global cooperation on AI standards and sustainable funding models for independent media.
“AI can help increase our reach,” said BBC’s Fiona Crack. “It’s just that we need to do it in a responsible way. We need to be transparent with the audience.”
UNESCO concluded the day by awarding the 2025 Guillermo Cano World Press Freedom Prize to La Prensa, a Nicaraguan newspaper recognized for its courageous reporting under state repression.
The conference’s title, drawn from Aldous Huxley’s 1932 dystopian novel “Brave New World,” served as a thematic anchor throughout the day. In a staged AI-generated conversation with “Huxley,” moderators explored how technological progress may dull critical thinking and weaken freedoms — unless society makes deliberate choices to preserve them.
“Free and independent journalism is an essential public good,” said UN Secretary-General António Guterres in a recorded message. “It is the backbone of accountability, justice and human rights.”