The Dual Impact of Artificial Intelligence on Media Credibility: Challenges, Opportunities and Strategies

DOI

10.2991/978-2-38476-609-3_22How to use a DOI?

Keywords

Artificial Intelligence; Media Credibility; Algorithmic Bias; Deepfakes; Media Ethics

Abstract

This paper examines the impact of AI on media credibility through a review of the literature and qualitative case analyses of some current applications including NLP technology for disinformation tracking and deepfake detection.While AI is both a facilitator and obstacle for credible journalism, it significantly increases journalistic credibility through improved accuracy of content production, scalable fact checking, and providing tailored user experiences for media sustainability. While AI has many benefits, numerous systematic risks exist. Algorithmic biases reinforce social inequalities and amplify filter bubbles, leading to fragmentation of the public sphere and difficulties for intercommunity communication across the diversity of our society. Deep fakes that are indistinguishable from reality put the basis of evidence of journalism at risk and cause epistemic uncertainty. In addition, black box algorithms’ opacity endangers transparency of media and the vital relationship of trust between media and audience. This paper argues that reliable AI governance grounded in journalistic professional ethics and democratic accountability is necessary. As such, this paper proposes a strategic multi-stakeholder public or private framework including 3 pillars: Implement human-in-the-loop auditing processes to ensure continuous editorial control; Establish an ethical AI guideline for the industry including transparency and content labeling demands; Promote public media literacy with focus on algorithmic awareness. All of the above will maximize the augmentative potential of AI while protecting media trust in an increasingly synthetic and algorithmically mediated information environment.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shengge Xu
PY  - 2026
DA  - 2026/09/04
TI  - The Dual Impact of Artificial Intelligence on Media Credibility: Challenges, Opportunities and Strategies
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 197
EP  - 203
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_22
DO  - 10.2991/978-2-38476-609-3_22
ID  - Xu2026
ER  -