As artificial intelligence continues to reshape the media landscape, the CEO of the International News Media Association (INMA) has warned that trust and brand identity will be the key factors determining which media organizations thrive in the future.

Speaking on the growing influence of AI in journalism and content creation, the INMA chief noted that technology is rapidly changing how people consume information. However, he stressed that credibility remains something AI cannot replace.

According to him, audiences are increasingly overwhelmed by the volume of content available online, making trusted news brands more important than ever.

“People may get information from many sources, but they will continue to rely on media organizations they trust for accuracy, context, and verification,” he explained.

The media executive emphasized that news outlets must focus on building strong relationships with their audiences, maintaining editorial standards, and preserving their unique identity in an increasingly automated world.

While acknowledging the benefits of artificial intelligence in areas such as content production, data analysis, and audience engagement, he cautioned that overreliance on technology could weaken public confidence if accuracy and transparency are compromised.

Industry experts believe that as AI-generated content becomes more widespread, media organizations that prioritize trust, authenticity, and accountability will have a competitive advantage.

The remarks come at a time when publishers worldwide are exploring how to integrate AI into their operations while protecting journalistic integrity and maintaining public confidence.

As the digital landscape evolves, the message from industry leaders is becoming clear: technology may change the way news is produced, but trust remains the foundation of sustainable journalism.