TIRANA, April 13 /ATA/ – Artificial intelligence is reshaping journalism in Albania, offering efficiency gains but also raising professional and ethical challenges, media academics said, stressing that the technology cannot replace journalists and warning of rising risks of misinformation.
Artan Fuga, a member of the Academy of Sciences and a lecturer at the University of Tirana, said AI should be seen as a supporting tool rather than a substitute for journalism.
“Assumptions that artificial intelligence can replace journalists are merely utopian,” Fuga said in an interview with the Albanian Telegraphic Agency (ATA), arguing that similar claims have accompanied technological change throughout history.
He said journalism remains rooted in reporting on new and unique events, while AI systems rely on existing data to generate responses.
“AI operates on the basis of what has already happened, not what is happening,” Fuga told ATA, adding that journalism also involves contextual reporting at the local level, editorial judgement, social responsibility and emotional intelligence – elements he said cannot be replicated by machines.
He noted that AI requires human input for it to work and cannot independently develop editorial policies or respond to audience needs in the way journalists do.
However, the media academic said the interaction between journalism and AI could give rise to a “hybrid” model, combining human expertise with technological tools to improve information production.
“AI can assist journalists with background research, data organization and processing,” he said, urging both the rejection of the idea that journalism will be fully automated and the notion that the profession does not need technological support.
Elvin Luku, an associate professor at the University of Tirana’s journalism department, said the use of AI tools in Albanian media is increasing, though often not openly acknowledged by journalists.
According to Luku, the lack of clear editorial policies has led some media professionals to hesitate in disclosing their use of tools such as ChatGPT.
He said AI offers clear benefits, particularly in data processing, translation of large volumes of information, editing and the generation of illustrative content, but emphasised that human oversight remains essential.
“If used properly, AI can significantly improve the speed and quality of media reporting,” Luku said.
He warned, however, that uncontrolled use of AI-especially if aimed at fully replacing journalists-could lead to factual errors and the spread of misinformation, undermining professional standards.
Luku called for clearer editorial guidelines and greater transparency in the use of artificial intelligence in the media sector.
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