Generative AI is creeping into newsrooms, infiltrating storytelling, and subtly shaping the way we consume media. But here’s the thing—most Brits aren’t entirely on board. A recent YouGov survey reveals something striking: 65% of Brits are worried about misinformation and deepfakes, and 70% trust AI-generated news less than human journalism.
This isn’t just another technology debate; it’s about who controls the narrative of truth.
AI’s Misinformation Problem: The Fear is Real
Imagine scrolling through your news feed, coming across a breaking story, and wondering—was this written by a journalist or an algorithm? That hesitation is exactly why trust in media is on the line. AI can generate articles at lightning speed, but it doesn’t fact-check itself.
Deepfakes make this even more unsettling. We’ve already seen fake videos of celebrities and politicians saying things they never said. Now imagine that applied to news, history, or crime reports. No wonder Baby Boomers+ are the most alarmed, with 74% expressing concern about misinformation.
“We’ve reached a point where seeing is no longer believing,” says Sarah Devine, a veteran media analyst. “If AI can fabricate something convincingly, trust in any media source can erode quickly.”
Transparency is Non-Negotiable
If AI is here to stay in media, people want one thing—clarity. The survey found that 86% of Brits want explicit labels when AI is involved in content creation. It’s a no-brainer.
Some news organizations have started disclosing AI use, but there’s no universal standard yet. Would you trust an AI-generated investigative report? How about an AI-crafted political speech? Without transparency, we risk losing any confidence in media’s authenticity.
The Need for Stronger AI Regulations
Here’s the issue: 70% of Brits believe AI regulations are lacking. And they’re not wrong. Governments are still playing catch-up while AI keeps evolving at breakneck speed.
AI-generated misinformation has already caused chaos—stock markets have dipped due to fake AI news, and misleading AI-generated images have spread like wildfire on social media. Without clear regulations, who takes responsibility when AI gets it wrong?
“It’s like the Wild West out there,” says digital ethics expert James Patel. “AI is moving faster than our ability to govern it, and that’s a real problem.”
The Upside: AI’s Potential in Media
Not everyone is fearful, though. Many recognize AI’s benefits—cost savings (36%) and increased efficiency (35%) rank as top advantages.
For younger generations, AI isn’t just a tool—it’s an opportunity. Gen Z, in particular, is embracing AI’s potential. Nearly half (47%) see AI as a means to increase efficiency, and many believe it will drive innovation.
“AI helps me sift through information faster and gives me insights I wouldn’t have had otherwise,” says 24-year-old journalist Rachel Morgan. “It’s not about replacing human writers, it’s about enhancing what we can do.”
Britain vs. The World: AI Anxiety Runs Deep
Compared to other countries, Brits are more skeptical. 40% of Britons have negative feelings about AI’s growing role in daily life—far above the global average of 24%.
Meanwhile, in places like India (57% positive sentiment) and the UAE (44% positive sentiment), AI is viewed as a huge opportunity. It raises an interesting question—why are some countries embracing AI while others resist it?
Where Do We Go From Here?
One thing is clear—Brits are not ready to hand over journalism to the machines. The demand for transparency, regulation, and ethical AI use is louder than ever.
AI in media isn’t necessarily a villain, but it’s a tool that needs guardrails. Used responsibly, it can support journalists, streamline workflows, and even help fact-check stories faster. Used recklessly, it could plunge us into an era where truth is up for debate.
So, what do you think? Is AI an asset or a threat to media? Let’s talk in the comments.