Editorial identity and AI:

This research examines how newsrooms in Sweden and the UK are navigating the rise of AI. While outlets are increasingly using automation to streamline social video production, they remain cautious about losing their unique editorial voice.

By interviewing experts at major organizations like the BBC, Sky News, and Aftonbladet, the study finds that AI is currently used as an "assistant" rather than a "decision-maker." It handles routine tasks like subtitling and drafting, leaving the final creative judgment to humans. Ultimately, the study highlights a growing tension: as social platforms push content toward a uniform style, newsrooms must work harder than ever to use human oversight to maintain their brand identity and protect audience trust.

This is a PolisLSE/Journalistfonden Fellowship paper by Mersiha Ajdinovic.