How we get informed in the age of artificial intelligence

The emergence of artificial intelligence-based tools has brought numerous dilemmas about the ethics of their use, mostly in the education segment. It is no secret that the widespread use of AI tools is a daily occurrence in the business community, and they are increasingly being used for activities and decisions in the domain of private life. When it comes to information, the media still plays a dominant role, although some content brings us stress and a feeling of discomfort. Information in the age of AI was the topic of this year's survey, traditionally conducted by PR agency Chapter 4 on communication trends in Serbia. 

Almost 63 percent of representatives of the business community in Serbia confirmed that they use AI tools in a business environment. This percentage may be higher because some of them use tools that they do not recognize as artificial intelligence (such as the Google Translate service). AI tools are already widely used for the more efficient, faster, and simpler performance of business processes such as research and information collection, obtaining inspiration, creating text, photo and video content, data analysis, and education. However, only 11 percent of respondents consciously make decisions based on AI tools. It is important to note that, despite widespread use by at least two-thirds of the business community, only 17 percent of respondents say that their business organization has systematized rules, a code of ethics, or organized training for AI tools use. 

More than half of respondents are not concerned about sharing sensitive information with artificial intelligence, as well as about AI tools learning from the information they share and passing that knowledge on to users. 

Trust or distrust in AI 

When it comes to everyday life, more than half of those surveyed often or sometimes use artificial intelligence tools to get information about brands and products, or when making decisions such as shopping, traveling, planning meals, investing, or loans. 

AI tools are also used by companies and brands to create graphics, visuals, textual content, or through customer support. For almost 37 percent of respondents, this fact does not play a significant role when it comes to trust. However, some respondents strongly resent companies and brands, because they believe that this indicates savings they make while creating less value for the customer or user and negatively affecting their trust. 

The connection between information and mental health 

About 14 percent of representatives of the business community say that they use AI tools for everyday information. On the other hand, the majority of respondents rely on social networks (almost 90%), traditional media (65%), but also podcasts (42%) and forums (21%). Interestingly, podcasts have been recording constant growth for several years. Some of the respondents specifically mention conversations with colleagues, as well as informal Viber groups as an important channel of communication and information. 

According to numerous studies, the influence of the media on all aspects of life is inevitable. Respondents in Serbia state that some media content negatively impacts their mood, including mental health, and among them are news and information programs about events in our country, for as many as two-thirds of respondents. The sense of peace of respondents is predominantly negatively affected by news and information programs about events in the world, tabloid content, and reality programs. 

According to the research, media content that has a positive impact on two-thirds of respondents is cultural content, positive business news, and achievements, as well as innovation, which was highlighted by almost 55 percent of respondents. Sports successes and inspiring life stories also positively impact consumers of this content, as do quality film and series programs. 

With the continuous development of technology, artificial intelligence is becoming an inevitable part of everyday business, private life, and information. AI tools enable greater efficiency, productivity, and innovation, and in the future, their development and application will certainly be even more pronounced.