AI in the media raises objections from Poles. The National Broadcasting Council presents the latest recommendations
Artificial intelligence has become a permanent presence in many industries. One of them is, among others, journalism and Poles are aware of this. According to the study “Artificial intelligence in the media”, commissioned by the National Broadcasting Council, as many as 92 percent Poles are aware of the use of artificial intelligence by journalists. At the same time, as many as 66 percent express concerns about this.
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“Artificial intelligence is no longer a futuristic promise, but has become a tool that increasingly supports journalists, publishers and digital creators in their everyday work. On the one hand, AI raises curiosity and hopes, on the other hand it raises fears and doubts. To find out Poles' opinions on this subject, the National Broadcasting Council commissioned a study on the perception of AI in the media by the National Research Group. The results are an important point of reference for further discussion on the role of technology and its impact on the quality of the message,” it said in the sent message. PAP press release.
As noted, the vast majority of respondents (almost 96%) expect materials created using AI to be clearly marked.
“Despite the cautious approach to artificial intelligence, recipients notice numerous advantages of AI. The most frequently mentioned are: automatic translation of content into another language, saving time in creating and obtaining information, and improving the visual side (e.g. graphic materials). More than half of the respondents (51 percent of respondents) believe that the use of AI as a tool supporting the process of translating foreign texts increases access to knowledge and information,” it was emphasized.
Reliability of the message. Poles about their concerns about AI in the media
The strongest concerns, as noted, concern the reliability of the message. Respondents point out the risk of manipulating public opinion and the increased threat of disinformation.
“Doubts are also raised about the so-called AI hallucinations, i.e. situations in which algorithms generate false information as facts. Over 44 percent considers such situations to be a threat,” the statement stressed.
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“The results of the study commissioned by the National Broadcasting Council clearly show that recipients are not ready to replace presenters in the mass media (television, radio and the Internet) with artificial intelligence. Over 95 percent respondents oppose the use of AI in this role. 76 percent respondents definitely do not accept AI-generated TV presenters, and over 73 percent said no in relation to radio” – it was reported.
However, as noted, there is extreme opposition to the use of images of deceased persons in journalistic broadcasts. Over 93 percent respondents reject such solutions, only 2.6 percent expresses acceptance, and 4 percent has no opinion on this subject. Partial acceptance was obtained only in the context of educational and artistic content – 35% approved it. and 25 percent study participants.
“The research results allow us to formulate the following conclusions and recommendations regarding the use of AI in the media: clear marking of content created by AI – this is expected by nearly 96 percent of respondents (the use of uniform messages and labels is recommended) and emphasizing the role of humans as the final verifier of quality (almost 60 percent of respondents prefer this). As well as the gradual implementation of AI in supporting functions, such as translations and data visualization, without replacing creativity (51 percent of respondents see benefits in this). scope) and educating recipients in recognizing false content – especially in the context of fear of manipulation and disinformation (almost 67 percent of respondents are afraid of the possibility of manipulating public opinion by AI),” the release added.
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The study, commissioned by the National Broadcasting Council, was conducted by the National Research Group (OGB) on October 23-27, 2025. Method? CATI. Tested representative? sample of N=1000 adult residents of Poland. The sample was selected in a quota-random manner, based on the following criteria: gender, age, education and place of residence (data according to the Central Statistical Office). The analysis covered issues of awareness and attitudes towards AI, benefits and risks, preferences regarding content and presenters, the use of the image of deceased people and the level of trust in technology.
