Global media organizations and press freedom advocates are calling on artificial intelligence developers to take urgent and concrete steps to counter the spread of misinformation and protect the integrity of fact-based journalism.

At the World Press Freedom Conference held in Geneva this week, leading figures from major news agencies, nonprofit watchdogs, and journalism alliances issued a joint statement urging AI companies to adopt responsible design principles and transparent practices. Their message was clear: the future of democratic discourse hinges on how AI technologies are built and deployed.

AI's Double-Edged Role in the Information Ecosystem

While AI tools have brought significant advancements to news production, content analysis, and audience engagement, the same technologies have also been exploited to generate false narratives, deepfakes, and hyper-targeted disinformation campaigns.

“Artificial intelligence is reshaping our information environment at an unprecedented scale,” said Maria Ressa, Nobel Laureate and co-founder of Rappler. “But without ethical safeguards, AI could just as easily erode public trust and fuel a tsunami of lies.”

Concerns have intensified in recent months, especially with the rise of generative AI models that can produce highly convincing fake audio, video, and text. Media leaders argue that unless AI developers act responsibly, these tools could undermine public trust in journalism and distort democratic processes.

Joint Declaration Calls for Ethical AI Standards

The joint declaration signed by more than 25 global media organizations—including Reporters Without Borders (RSF), the Committee to Protect Journalists (CPJ), and the International Press Institute (IPI)—outlined several key demands:

1. Algorithmic Transparency: AI developers should disclose how their algorithms rank, prioritize, or suppress news content, particularly when used in content curation or moderation.

2. Combatting Disinformation: Companies must develop tools that can detect and flag AI-generated fake content and prioritize verified, fact-based journalism in their platforms.

3. Data Accountability: AI systems trained on news content must respect intellectual property rights and avoid unauthorized scraping or reproduction of journalistic work.

4. Collaborative Oversight: The declaration advocates for independent oversight bodies, including journalists and civil society groups, to monitor how AI systems impact public discourse.

5. Support for Local News: AI companies are urged to ensure their platforms do not disproportionately harm small and local newsrooms, which are particularly vulnerable to digital disruption.

Tech Industry Response and Path Forward

Some major tech firms have acknowledged the importance of responsible AI development. OpenAI, Google, and Microsoft have recently partnered with news outlets to explore ethical content use and verification methods. However, critics argue that voluntary measures are not enough.

“Goodwill is not a substitute for regulation,” said Pierre Haski, chair of RSF. “We need binding commitments that guarantee AI strengthens—not weakens—the foundations of a free and informed society.”

As AI continues to evolve, the pressure is mounting for governments and international bodies to establish guardrails that align innovation with democratic values. The United Nations Educational, Scientific and Cultural Organization (UNESCO) announced it will convene a special working group later this year to draft global guidelines for AI and media freedom.

Conclusion

The call to action is a pivotal moment in the intersection of technology and journalism. With elections looming in several key democracies and disinformation threats rising, how AI developers respond could shape the information landscape for years to come.

“The stakes are high,” said IPI Director Scott Griffen. “But the opportunity is here—to build an AI future that is transparent, fair, and fiercely protective of truth.”