Christoph Trattner, Director and Founder of SFI MediaFutures, has published a new opinion piece in M24 on trust, transparency and generative AI. Photo: Silje Katrine Robinson
SFI MediaFutures Founder and Director Professor Christoph Trattner has published a new opinion piece in M24, “KI gjør innhold billigere – og tillit dyrere,” exploring how generative AI is changing the foundations of trust in journalism and digital media.
The article begins with a simple but increasingly important question: in a media landscape where images, video and audio can be generated or altered with very little trace, how can audiences know what they can trust?
Trattner argues that detecting and labelling synthetic content addresses only part of the challenge. While these measures remain important, media organisations must also consider how authentic content can be documented and verified. In the AI era, producing credible journalism may no longer be enough; the evidence behind it must also be preserved.
As content moves through publishing systems, search engines, social media platforms and AI services, information about its original source can become less visible or disappear entirely. This creates a growing challenge for news organisations, as the value of professional journalism may be weakened when the evidence distinguishing it from fabricated content is lost during distribution.
The article explores emerging approaches to content provenance and what it would mean for media organisations to build verifiability into the production and distribution of content from the outset. It also considers why documented authenticity is becoming increasingly important for public trust and the future value of professional journalism.
Read the full article in M24: KI gjør innhold billigere – og innhold dyrere