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Experts Warn of AI’s Impact on Information Integrity in Kosovo Media Landscape
Artificial intelligence is transforming how information is produced and consumed worldwide, raising critical questions about media integrity in emerging digital markets like Kosovo. During a recent episode of “Përballje Podcast” on Telegrafi.com, experts explored whether AI represents a genuine threat to information integrity or simply accelerates existing media processes.
The discussion featured Mërgim Hoti, assistant professor at the Faculty of Electrical and Computer Engineering at the University of Pristina (FIEK-UP), and Hyrije Mehmeti, researcher at Hibrid.info, who offered nuanced perspectives on AI’s role in Kosovo’s information ecosystem.
“Artificial intelligence is already part of our lives. It should not be seen as an obstacle, but as something that has accelerated our procedures and daily activities,” said Hoti during the conversation with Telegrafi editor-in-chief Muhamet Hajrullahu.
However, Hoti cautioned that while AI itself isn’t inherently threatening, its capacity to accelerate the spread of misinformation presents significant challenges. Citing academic research, he noted that “disinformation is spread about six times more than accurate information due to the use of artificial intelligence.”
The professor emphasized that AI systems reflect the data they’re trained on. “If it’s trained with disinformation, don’t expect that we have received accurate information,” he explained, stressing the continued necessity of human oversight in AI-generated content.
Mehmeti presented findings from Hibrid.info’s report “Chatbot’s Version of Truth,” which analyzed how major AI chatbot models respond to queries about Kosovo, the Western Balkans, and global issues. The research revealed concerning inconsistencies in AI-generated responses.
“The data shows that the chatbots do not always provide accurate answers. They often include elements that can mislead the reader,” Mehmeti explained. Perhaps most troublingly, the research demonstrated that identical questions asked from different Balkan countries yielded different answers from the same AI model.
“It turns out that the same question, asked from different countries in the Western Balkans, returns different answers from the same model,” she said. This finding suggests that geographical context and question framing significantly influence AI responses, potentially reinforcing regional biases or information disparities.
The discussion highlighted particular concerns for Kosovo, where digital literacy rates vary widely and media regulations are still evolving. Both experts stressed that regardless of whether AI is involved, media outlets maintain responsibility for the information they publish.
“Regardless of whether a media outlet spreads fake news using artificial intelligence, responsibility does not go away. We must be transparent when using AI,” Mehmeti emphasized, calling for greater transparency in how news organizations implement AI tools.
The conversation took place against the backdrop of increasing AI adoption across Kosovo’s media sector, where resource-constrained newsrooms face pressure to produce more content with fewer journalists. This economic reality makes AI-assisted content production appealing but potentially risky without proper safeguards.
Both experts agreed that strengthening media education and digital literacy is essential for Kosovo’s citizens to navigate an increasingly AI-influenced information landscape. They called for proactive collaboration between media organizations, educational institutions, and civil society to develop frameworks for ethical AI use.
Looking toward the future, Hoti offered a sobering prediction about the evolution of information integrity challenges. “It will be a war between an AI that misinforms and another AI that tries to remove incorrect information,” he warned.
The experts concluded with recommendations for Kosovo to gradually harmonize with European standards on AI regulation, ensuring that artificial intelligence remains ethical, transparent, and serves truth rather than undermining it. As Kosovo continues developing its digital infrastructure, balancing technological advancement with information integrity will remain a critical challenge for the country’s media ecosystem.
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8 Comments
AI is a double-edged sword when it comes to information integrity. While it can accelerate the spread of misinformation, it also has the potential to enhance media processes. Careful regulation and oversight will be crucial to ensuring AI is used responsibly in Kosovo’s information ecosystem.
This is an important discussion on the nuances of AI’s impact on media and information sharing. I appreciate the experts highlighting both the risks and opportunities presented by this technology. Balancing innovation with safeguards will be key as Kosovo navigates this evolving landscape.
The experts raise valid concerns about AI’s capacity to amplify disinformation, which is a global challenge. However, their perspective that AI should not be seen as an obstacle, but rather as a tool to accelerate positive media processes, is an insightful take. Thoughtful governance will be crucial.
I agree, the emphasis on both the risks and potential benefits of AI is a balanced and pragmatic approach. Careful implementation and oversight will be essential to mitigating the downsides while harnessing the technology’s positive capabilities.
The experts’ perspectives on AI’s dual-edged impact on media processes are thought-provoking. While the risks of accelerated misinformation are concerning, the potential to enhance media capabilities is an important consideration. Navigating this balance will require collaborative efforts between policymakers, technologists, and media stakeholders in Kosovo.
This discussion highlights the nuanced role of AI in the media, where it can both enable and undermine information integrity. The experts’ call for careful regulation and oversight is prudent, as the stakes are high when it comes to the spread of disinformation. Kosovo’s approach to this issue will be closely watched.
It’s interesting to see experts in Kosovo grappling with the complex implications of AI in the media landscape. The warning about AI’s capacity to accelerate the spread of misinformation is well-founded, but the acknowledgment of its potential to enhance media processes is an important counterpoint.
You make a good point. Recognizing both the challenges and opportunities presented by AI is crucial. Responsible development and deployment of the technology, guided by ethical principles, will be key to ensuring it benefits Kosovo’s information ecosystem.