Research shows people are more likely to trust information when they know how it was created. So, explaining exactly what the AI did, why it was used and how humans were involved helps demystify the use of the technology. Reassuring users that the content still meets ethical and editorial standards, even with AI’s involvement, could also further strengthen trust in the specific content and in the newsroom overall. 

According to the data collected by our recent newsroom cohort, news consumers said the following information would be important to include in a disclosure:   

• Knowing why journalists decided to use AI in the reporting process (87.2% said this would be important)
• Understanding how journalists will work to be ethical and accurate with their use of AI (94.2% said this would be important)
• Knowing a human was involved in the process and reviewed content before it was published (91.5% said this would be very important)

Based on this, Trusting News is recommending that disclosures include the following information:

• Information about what the AI tool did
• Explanation about why the journalist used AI, ideally using language that demonstrates how the use of AI benefits the community or improves news coverage
• Description of how humans were involved in the process (assuming this is true)
• Explanation about how content is still ethical, accurate and meets the newsrooms editorial standards 

The survey data cited in this Trust Kit was analyzed by researchers at the University of Minnesota.

Building on other trust strategies focused on transparency, specifically what language works best to build trust when explaining reporting goals, mission or process, we recommend that a disclosure about using AI could be written like this:

In this story we used (AI/tool/description of tool) to help us (what AI/the tool did or helped you do). When using (AI/tool) we (fact-checked, had a human check, made sure it met our ethical/accuracy standards). Using this allowed us to (do more of x, go more in depth, provide content on more platforms, etc).

Filling in the blanks using the format above, disclosures could look like this:

• In this story, we used Artificial Intelligence to transcribe the audio from our interviews with sources. We reviewed all quotes for accuracy by listening to the original audio of the interviews, before including them in the story. Using AI made the reporting process more efficient, giving us more time to fact-check this story for accuracy and fairness.  
• In this investigative story, we used Artificial Intelligence to assist in the analysis of the public records received from the state. The reporters fact-checked the information used in the story by re-reviewing the public records by hand. Requesting public records to get beyond the “he said she said” is an important part of our reporting process, and AI allowed us to do this more quickly.
• Based on news articles we previously published, we used Artificial Intelligence to help draft the content of this newsletter. Our editorial team carefully reviewed and edited the AI-generated text to ensure it aligns with our standards for accuracy. Using AI allows us to convert our news coverage into different formats, reaching you where you like to consume information.
• In this story, our original news coverage was translated into multiple languages with the help of Artificial Intelligence. Our team carefully reviewed and edited the translation to ensure it accurately conveys the intended meaning and maintains the quality of our reporting. Utilizing AI for translation allowed us to quickly share our stories with a broader audience.

Trusting News created this survey for newsrooms to use, drawing on previous research and journalist feedback about transparency and disclosure. The goal was to better understand news consumers’ comfort levels with how journalists use AI and to gather insights on what should be included in disclosures. The survey aimed to address the current needs of newsrooms by focusing on how AI is being used or how newsrooms are considering using it in reporting rather than exploring its full range of potential uses.

Trusting News is making the full survey available so other newsrooms can replicate it in their own communities. Click here to make a copy of our survey for your own use.

Some of the questions from the survey include:

• How specific should explanations about our newsroom’s use of AI be?
• Is knowing why we decided to use AI in our reporting process important to you?
• Would it be useful if our newsroom provided information and tips to help you better understand AI in general and detect when content has involved the use of AI?

When Trusting News asked newsrooms to use the survey in a recent cohort, most of the newsrooms used the provided Google form to collect data, while a few opted for platforms like SurveyMonkey. To share the survey with their audiences, newsrooms shared the survey link within stories, newsletters and social media. View examples below of how different newsrooms distributed the survey.

To gather deeper insights into perceptions of AI use and understanding of the technology, newsrooms can conduct one-on-one interviews with community members. 

Research shows that journalists simply taking the time to talk and listen to people builds trust and goodwill. In one Trusting News listening project, 86% of community members interviewed said they felt a sense of trust building with the reporter or the news organization after a conversation with a journalist about news consumption, and 28% said they were considering subscribing to that news outlet. The journalists said it helped them better understand how to serve their audiences.

Think about the impact this could have if newsrooms incorporated this practice into their larger efforts. That’s true in general, and it’s true for specific topics like the use of AI.

Building on this, Trusting News created an “AI Community Interview Guide” for journalists to use in their own communities. Find the full the guide here. 

Some of the questions in the guide include:

• Is there anything you’re afraid of when it comes to us using AI?
• When we use AI, what do you want to know about that use?
• When thinking about a new organization’s use of AI, how important is it to you that a human was still involved in the process or looked at the content before it was  published?

News consumers say they want to be educated about AI and its use and would welcome that education from journalists and newsrooms.

In a recent Trusting News cohort, more than 80% of the survey respondents said it would be helpful if a newsroom provided information and tips to better understand AI in general and detect when AI was used in content creation. The demand for education around AI became even more clear during the one-on-one interviews.

When asked about education and engagement opportunities around AI, people told the journalists:

• To offer workshops and create guides/glossaries or articles explaining AI’s role in reporting, as it would help people differentiate between ethical AI use and misuse
• To offer opportunities for people to learn about AI’s capabilities and limitations, potentially through outreach events or interactive/Q&A sessions
• To produce more in-depth articles and transparency around AI’s use in journalism
• They appreciated being consulted and wanted newsrooms to continue engaging the public in conversations about AI

Some, particularly those who said they were knowledgeable about AI, were less interested in educational opportunities but said they still believed these efforts could benefit the general public and smaller news organizations.

Based on the majority of people surveyed saying they want to see journalists provide tips to better understand AI, Trusting News would like to see and help newsrooms explore the following opportunities:

• Develop educational resources. Creating guides and articles that explain AI technology, how to detect it and more.
• Host workshops and webinars. Offering sessions where audiences can learn about AI and its role in the information space but also how it can be used in daily life and is being used in other ways throughout the community.
• Host listening events. Continually asking the community about their thoughts on AI use in news coverage, the concerns they have and suggestions on what they want to see and what they would find helpful.

If journalists are seen by their community as a trusted and useful source of information and explanations about AI, it can build a stronger bond between journalists and their community, bolstering trust and credibility in the news they deliver. We hope you will explore how to best educate your communities about AI and use resources that are already out there from groups including:

• The News Literacy Project
• Aspen Digital
• Carnegie Melon University
• LatAm Journalism Review