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Friday, July 26, 2024

Survey: Audiences Cautiously Embrace AI In Newsrooms


A SmithGeiger study, which initially sampled 2,036 adults aged 18-64 representing the general population in the United States, provides valuable insights for TV station group owners, business leaders in tech and media, and news organizations developing AI integration strategies. The study first assessed AI awareness among all participants, then proceeded to ask more detailed questions about AI to the subset of respondents who demonstrated at least some awareness of the technology.

Highlights from the survey include:

  • 32% of respondents were aware of AI being used for news content creation 
  • 58% of the survey participants believe AI may do more harm than good 
  • 50% felt either positive or neutral about AI usage in news content creation (23% positive, 27% neutral)
  • Concerns about job displacement remain prevalent
  • Audience interest in news-related uses for AI increased from Aug ’23 to May ’24, with using AI to create hyper-local newscasts, including traffic and weather, being the most popular

Demographic Breakdown: 

  • Males (39%) were more aware of AI use in news than females (25%)
  • Younger age groups showed higher acceptance rates of AI, with 45% of males aged 18-34 being the most aware
  • Asian Americans had the most positive outlook, with 38% expressing positive feelings about AI in news
  • Older age groups tend to be more skeptical, with the lowest acceptance among females aged 50-64 (only 20% aware of AI use in news) 
  • White respondents showed the highest level of negativity, with 57% expressing negative feelings about AI in news



Growing Interest With Using AI For Creating News Content

One of the most striking findings from the SmithGeiger survey is an increasing interest in news-based publishers using AI to generate local news content. The data shows an uptick in positive sentiment compared to just a year ago, suggesting a gradual positive shift to the idea of AI playing a larger role in news production.

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