AI in the Newsroom: A New Rule for the New Loom

The Indonesian Press Council has recently introduced its first regulation of the year, outlining guidelines for the use of artificial intelligence (AI) in journalistic work. This regulation is a commendable response to the dual forces of productivity opportunities and ethical challenges that AI presents for the field of journalism. How will these news guidelines weave into the loom of quality journalism in Indonesia?

To address this question, it is essential to first examine the four key principles emphasized in the regulation. These principles provide the foundation for integrating AI into journalistic practices while maintaining ethical and professional standards.

Four Key Principles

The first principle, journalistic work created with AI must adhere to the Journalistic Code of Ethics (JCE). This principle reminds all Indonesian journalists and media companies that every journalistic activity, whether conducted by humans or with AI assistance, must operate within the ethical boundaries set by the JCE.

The JCE, established in 2006 and recognized as a Press Council regulation in 2008, is considered to meet philosophical, sociological, and normative standards. While most Indonesian journalists understand these ethics, there are still those who violate them for various reasons.

AI usage that breaches the JCE and leads to journalistic disputes will still be handled by the Press Council using mechanisms under Law №40 of 1999 on the Press (Press Law).

The second principle, human oversight is required throughout the entire AI usage process in journalism. This principle underscores that the ethics and human creativity remain the core of journalistic integrity.

One of the biggest concerns about AI-generated content is the increased risk of misinformation and disinformation. Furthermore, AI-produced content often blurs the line between reality and fabrication, creating significant challenges for fact-checkers, media watchdogs, and organizations promoting media literacy.

In addition to these risks, no matter how advanced the technology gets, AI is likely to accelerate the trend of “beigeification” — where news content becomes homogeneous, bland, and uninspired. Since AI operates on existing texts or pre-existing data, it often fails to capture the cultural context and local nuances that give journalism its distinctive value.

The third principle, media companies are full responsibly for the journalistic content created using AI. This responsibility includes verifying content for accuracy and ensuring it doesn’t contain violence, obscenity, defamation, or discrimination.

While not explicitly stated, I believe this includes avoiding discrimination against marginalized groups — whether economic, social, political, health-related factors, or tied to sexual orientation and gender expression.

The fourth principle, media companies must disclose and credit the AI tools or applications used in the creation of journalistic content. This principle emphasizes transparency, which is essential for maintaining media credibility and rebuilding public trust.

Transparency becomes increasingly important in the current era, where declining trust in the media threatens the sustainability of the industry. Globally, the rise of news avoidance further highlights the need for this kind of openness in restoring public confidence.

Contextualizing the Regulation

On a global scale, this Press Council regulation is strategically relevant. The Reuters Institute for the Study of Journalism has been highlighting AI’s role in journalism for years, and its 2025 trends and predictions point to an “AI-driven content explosion.”

This includes hyper-realistic content that could blur the lines between reality and fabrication. Examples range from simple translations like text-to-audio to AI-driven summaries and the transformation of text into videos.

However, the regulation also exists amid a lack of clarity about how it applies to diverse media organizations, such as alternative (often non-profit) media, student journalism, and homeless media.

Officially, “media companies” refer to legally registered entities employing professional journalists — criteria not always met by these groups. Still, these organizations should consider adopting the AI usage guidelines to stay aligned with ethical journalism.

Media Responsibility and Citizen Involvement

With this regulation in place, what steps should be taken next? First, media companies need to establish internal policies on AI usage in journalistic work. These policies, derived from the Press Council regulation, should include clear operational guidelines and well-defined responsibilities.

To ensure effective implementation, media companies may also need to provide technical training for their staff, enabling them to use AI responsibly and in alignment with journalistic ethics. As with any policy, regular evaluations and updates will be essential to keep up with the rapid pace of technological advancements, which can evolve within weeks or even days.

Notably, some leading media organizations in Indonesia have already on the right track even before the regulation. For instance, they have started including disclaimers when articles are translated into other languages using AI.

Second, the Press Council can encourage greater citizen involvement in media watchdog activities. Such efforts align with Article 17 of the Press Law, which supports public participation in fostering press freedom. This new regulation expands the scope for citizen monitoring of the media, offering fresh inspiration for media accountability initiatives.

Citizen participation can take various forms, from submitting complaints about unethical AI usage to collaborating with media literacy initiatives that educate the public on identifying AI-generated content.

In conclusion, the Indonesian Press Council’s regulation on AI in journalism provides a forward-looking framework for integrating technology while upholding ethical standards. Its success will rely on media companies’ commitment to implementation and citizens’ active involvement in ensuring accountability.