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As artificial intelligence rapidly transforms the media sector, newsrooms are increasingly turning to generative tools to assist with writing, editing, and summarising large amounts of data. A 2023 survey conducted by POLIS, the London School of Economics (LSE) think tank, reveals that around 90% of the 105 media organisations interviewed are now integrating AI into their news production processes, showcasing how journalism is one of the most AI-impacted sectors today.

While GenAI technologies present new opportunities for newsrooms, they also raise risks and difficult questions. In an era where algorithms can fact-check faster than humans (and generate content just as quickly) the role of journalists is shifting.

Join us on Monday, 29 September 2025 between 12:30 and 13:30 to discuss the most urgent questions at the intersection of artificial intelligence and journalism. Can AI really help detect and prevent misinformation, or is it fuelling the proliferation of deepfakes? Who decides what counts as ‘false’ when AI flags our content?

We will debate this and more in this Euractiv’s Bluesky Chat – part of the Horizon Europe project AI4TRUST.

Our Bluesky account @euractiv.com will share the following questions on Bluesky and invite you to share responses using #AI4Trust:

Q1. If AI can fact-check faster than humans, should reporters become editors – or does that kill journalistic accountability?

Q2. AI creates deepfakes and detects them. Is it a shield, a weapon – or are we already losing the info war?

Q3. Newsrooms using AI to write articles: smart move or the slow death of real journalism?

Q4. If AI flags content as false, who’s really deciding what counts as ‘misinformation’? Is this just algorithmic censorship?

Q5. If AI personalises news for everyone, are we fighting disinfo – or just building smarter echo chambers?

How does a Bluesky Chat work

A Bluesky Chat is a discussion between Bluesky users that get online at a pre-arranged date and time to discuss a specific topic using a designated #hashtag (for this chat it’s #AI4Trust) The hashtag links the questions and answers in a virtual conversation.

As the host of the Bluesky Chat, @euractiv.com will post questions identified as Q1, Q2 and so on, to prompt answers/replies from participants, which should be identified as A1, A2 and so on. When preparing your answers make sure they fit Bluesky's character limit.

We will moderate the answers and ask follow-up questions to participants. Please be sure to use the # when answering the questions.

The Bluesky Chat will last about an hour. The best way to see the entire conversation is to search for the hashtag #AI4Trust on Bluesky and switch to the "latest" tab.

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