The Reuters Institute studied views on the role of AI in media by surveying 12,000 adults in Argentina, Denmark, France, Japan, the UK, and the US in the summer of 2025.
The survey explored respondents' views on the use of generative AI in news and journalism, as well as their everyday use of AI and its impact on various areas of society.
Some details:
Full version here.
Key takeaway: As the use of artificial intelligence grows and trust remains uncertain, editorial teams' primary task is to maintain transparency to maintain credibility and public trust.
Studying modern tools for building relationships with different audiences and their characteristics, as well as the implications of AI's proliferation in communications practices for both media and communications agencies, is one of the goals of the new ACOS Media Committee.
The Committee is chaired by Evgenia Nemchinova, managing partner of the PR-Consulta communications agency.
"Interaction with traditional and new media is the foundation of any communications business. It's logical that AKOS strives to build effective relationships between PR agencies and editorial offices of all types of media—from national publications to independent platforms and influencers. As the Media Committee, we are launching an open platform for regular professional dialogue between media representatives (journalists, bloggers, media managers, etc.) and the communications industry to overcome common challenges, develop mutually beneficial solutions, and launch joint projects."
The Committee's planned products include expert discussions on its own and partner platforms, an annual study titled "Media Trends in the Modern Market" and other research products, a guide to using press releases called "Ban, Cannot Use," special information projects, and industry recommendations.
The survey explored respondents' views on the use of generative AI in news and journalism, as well as their everyday use of AI and its impact on various areas of society.
Some details:
- 24% of respondents use AI weekly for information research, 21% for media content production, and 7% for social interaction.
- 48% of respondents aged 18 to 24 said they use AI to better understand the news they receive from the media.
- 55% said they are most comfortable using AI to check spelling and grammar in media.
- Only 33% believe journalists always or often review AI-generated content before publishing. The highest levels of skepticism are observed in Argentina (44%) and Japan (42%), while the lowest is in the UK (25%).
Full version here.
Key takeaway: As the use of artificial intelligence grows and trust remains uncertain, editorial teams' primary task is to maintain transparency to maintain credibility and public trust.
Studying modern tools for building relationships with different audiences and their characteristics, as well as the implications of AI's proliferation in communications practices for both media and communications agencies, is one of the goals of the new ACOS Media Committee.
The Committee is chaired by Evgenia Nemchinova, managing partner of the PR-Consulta communications agency.
"Interaction with traditional and new media is the foundation of any communications business. It's logical that AKOS strives to build effective relationships between PR agencies and editorial offices of all types of media—from national publications to independent platforms and influencers. As the Media Committee, we are launching an open platform for regular professional dialogue between media representatives (journalists, bloggers, media managers, etc.) and the communications industry to overcome common challenges, develop mutually beneficial solutions, and launch joint projects."
The Committee's planned products include expert discussions on its own and partner platforms, an annual study titled "Media Trends in the Modern Market" and other research products, a guide to using press releases called "Ban, Cannot Use," special information projects, and industry recommendations.