Bangkok Media Urges AI Ethics, Transparency
BANGKOK—The Thai media landscape is undergoing a dramatic transformation, forcing news outlets to adapt or risk obsolescence. At a recent Foreign Correspondents Club of Thailand (FCCT) gathering in Bangkok, experts identified several key challenges facing journalism in 2025: evolving audience behaviors, the proliferation of fake news, the rise of artificial intelligence (AI), and the influx of unqualified content creators on social media. These converging pressures highlight the urgent need for Thai media to bolster its competitiveness, cultivate public trust, and address the growing influence of AI.
While Thailand enjoys relatively high levels of media trust compared to global counterparts, maintaining this confidence is a significant undertaking. The 2024 Digital News Report by the Reuters Institute and Oxford University revealed that 54% of Thais trust the media, a notable increase from 50% in 2021. This places Thailand among nations with the strongest faith in their news sources. However, Mitch St. Hilaire, Asia Pacific representative for the Reporters Without Borders Journalism Trust Initiative, cautioned against complacency. He emphasized that maintaining this high level of trust requires proactive measures. “This high trust won’t necessarily last forever,” he stated, urging Thai media outlets to prepare for future challenges by implementing robust editorial guidelines, disclosing funding sources, consistently publishing bylines, and rigorously verifying information. This commitment to transparency, he argues, is essential for solidifying public trust.
The emergence of AI presents both opportunities and challenges for the media. While some fear its potential to exacerbate the spread of misinformation, others see it as a valuable tool for enhancing journalistic practices. Sanook.com, Thailand’s most visited news website for two decades with over 40 million monthly users, provides a compelling case study. The platform openly utilizes AI in its operations, viewing it as key to survival in the evolving digital ecosystem. Pinpaka Ngamsom, Head of Content at Tencent Thailand (Sanook), explained that the question is not whether to use AI, but how to leverage its capabilities responsibly. She likened the use of AI to using a calculator—a tool that can empower skilled journalists to work more efficiently and effectively. “This disruption of AI is not a trend,” she emphasized. Ms. Ngamsom believes senior editors can utilize AI to combat misinformation and enhance reporting accuracy, arguing that well-trained professionals can harness its power while mitigating its risks.
However, the potential for AI misuse remains a significant concern. Unlike information retrieved through a search engine like Google, AI-generated content is not inherently verified and is entirely dependent on the data it is fed. This vulnerability underscores the importance of ethical considerations in the newsroom. Mr. St. Hilaire highlighted the importance of transparency in AI usage, suggesting that open communication about how news organizations employ AI can build consumer trust and help them discern credible information from potential misinformation. He stressed that ethical guidelines for AI implementation within newsrooms are crucial for upholding journalistic integrity.
The challenges facing Thai media are multifaceted and complex. The confluence of changing audience behaviors, the rise of fake news, and the integration of AI demand innovative solutions. As the media landscape continues to evolve rapidly, Thai news outlets must embrace new strategies, prioritize transparency, and navigate the complexities of AI to not only survive but thrive in this new era of information. The ability to adapt and maintain public trust will be paramount to their future success.
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