Applying Journalism Ethics to GenAI-Generated Content

Applying journalism ethics to GenAI-generated content is a sound and useful way to consistently make sure its responses meet high standards and comply with ethical rules. The following sections provide guidance on approaching GenAI content like a journalist would, which is good advice no matter what field you’re in.

Following basic journalistic principles

Even if you aren’t a journalist, you can (and should) apply the following principles when using GenAI to craft content:

• Transparency: News media professionals and content providers need to be upfront about using GenAI to generate articles, pictures, podcasts, or anything else. It’s critical to let the audience know upfront who (or what) is behind the reporting. If this information comes out after the fact, you’ll lose credibility and reader trust.
• Accountability: Journalists, content providers, advertising creators, and others have to babysit their GenAI to make sure it’s not spouting nonsense or harmful information. Before hitting the publish button, you need to factcheck and edit the content to ensure that the GenAI hasn’t made up a story, composed the content badly, left out important details, added untruths, or engaged in any misconduct.
• Accuracy: Factchecking and proofreading GenAI content is extremely important. You’ve got to sift through the GenAI’s work to catch any fibs or flubs that could trip up your readers or, worse, cause a ruckus, physical harm, or a lawsuit. Also, keep in mind that if a GenAI model commits to something with your customers or readers, the courts will make you follow through on it.
• Minimizing harm: Imagine the consequences if your GenAI starts giving advice. Editors and publishers need to put on their detective hats and verify everything before it goes out, especially when the stakes are high. “Trust but verify” is as important a rule now as it ever was. And that goes for anyone creating any kind of content with GenAI — not just the media.
• Human oversight: GenAI may be smart, but it’s also dumb as a rock in many ways. It’s also restricted in how much reporting it can actually do. It can’t, for example, go interview witnesses on the scene, describe the tension in a courtroom at a key moment, or gather data that doesn’t yet exist as a digital source. Journalists need to swoop in to get information and deeper insights from undigitized sources and then also factcheck and fix mistakes in GenAI’s contribution to the story. The same goes for anyone else making GenAI content. Always, always, always check its homework and add your own expertise, research, and insights as needed.
• Ethical implications: Watch out for plagiarism, bias, malice, foul language, and other bad behavior in GenAI-generated content. Always keep in mind that GenAI mimics human behaviors it sees in its data. While it doesn’t understand malice, it does learn that people sometimes respond that way, so it mimics that type of response (the same with other emotions and foul language). You, your AI team, or the vendor would be smart to take steps to make the GenAI as well-trained and unbiased as you possibly can.

REMEMBER

By sticking to these principles, you can make sure that GenAI-generated content doesn’t end up like a bad tabloid headline. Keep it honest, keep it clean, and keep it ethical.

Adhering to truth and integrity in GenAI-assisted reporting

Sticking to the principles of truth and integrity is more crucial than ever when using GenAI tools like ChatGPT for content generation. Keep your moral compass pointing north using journalism values and ethics, whether or not you’re working in journalism.

First, remember that honesty is the best policy. When you’re using GenAI, be upfront about it. Letting your readers know that part of your content was GenAI-assisted isn’t just about being transparent; it’s about maintaining the trust that’s the bedrock of your relationship with your audience.

Don’t just take what GenAI gives you at face value. Put on your detective hat and critically analyze the content. Check the logic, the facts, the math, the graphics, and how it all ties together. Remember, GenAI is a tool, not a replacement for the keen human mind that you bring to the table.

WARNING

Steer clear of the plagiarism pitfall. It’s tempting to take the GenAI’s output and call it your own, but resist that urge. Use GenAI to spark ideas or to get a different angle on a topic, but make sure your final work is genuinely yours.

When GenAI pulls in sources, don’t just nod along. Do your due diligence and verify those sources independently. Your reputation for accuracy is on the line every time you choose to publish or share something you generate with GenAI.

Education is your ally. Dive into how your GenAI model of choice works, its strengths, and its weaknesses. The more you know, the better you can use it ethically and effectively. Share this knowledge, too; it’s all about lifting the whole field up.

Cite GenAI and/or the sources the GenAI provided for you with the same rigor you would for traditional research. For example, don’t just cite Perplexity (a GenAI-powered search engine) in your articles or content; also check the sources it listed in its response, and if those are accurate and reliable, cite those sources as well. It’s about setting a standard on par with academic and journalistic standards and showing respect for the information and its origins. You’ll appreciate it too when someone else writing a news article or content cites your work specifically and not the search engine. (For example, source: Artificial Intelligence All-In-One For Dummies and not “Google AI Overview” or “Perplexity.”)

Also, be on guard against GenAI shenanigans when reading or viewing content. You must be just as diligent in guarding against AI shenanigans in emails, direct messages, social media posts, and even phone or video call conversations as people try to present GenAI responses as their own.

Knowledge is power, and in the world of GenAI, it’s your superpower. Understand the ins and outs of these tools, from potential biases to ethical use, and you’ll be well-equipped to use AI responsibly, enhancing your work without compromising your values or restricting your talent.

Balancing speed with ethical considerations in GenAI content generation

In the fast-moving world of news, journalists are always racing against the clock to get the latest stories out ahead of other news outlets. Assuming you’re in a hurry to produce content too, you’ll find that with the help of GenAI tools, there are ways to speed up your work without skidding over ethical speed bumps.

Accuracy, transparency, and accountability shouldn’t be sacrificed in the rush. Make it a routine practice to double-check GenAI responses, making sure the facts are straight and the story’s told fair and square. It’s about keeping it real and reliable, even when the GenAI’s doing some or most of the heavy lifting.