THE USE OF AI IN THAI ONLINE NEWS ORGANIZATIONS
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Abstract
This qualitative research aims to study the use of AI in news production by online news organizations in Thailand that are members of the Thai Online News Producers Association. The study focuses on 9 organizations out of a total of 13 organizations and utilizes in-depth interviews with key informants, specifically executives from the editorial teams of these 9 organizations. Data was collected during September and December 2024.
The findings reveal that AI has been employed in various areas to enhance operational efficiency and improve content quality. In the realm of automated journalism, AI is utilized throughout the news production process, including data collection, data analysis, content creation, and news distribution. Additionally, AI assists in proofreading, graphic creation, and video editing. However, journalists still play a crucial role in fact-checking and information verification.
In the area of fact-checking, it has been found that tools like Google Analytics and social listening platforms are used to analyze large datasets, verify information, and ensure the accuracy of images and videos. Nonetheless, in-depth fact-checking remains the responsibility of journalists and editorial teams to maintain the credibility of the content.
Regarding the use of AI for personalized content, the study has found that AI is employed to analyze user behavior, such as browsing history and interests, to create tailored content that meets consumer needs. For instance, Thai PBS has utilized AI to develop a digital news anchor and provide text-to-speech services.
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