Deploying A.I. Sportscasters not a Priority

Alyssa Domingo & Paul Bamba

October 02, 2023

Graphic by: Andrea Apit/Overturn

Is it really an innovation?

It hasn’t been long since GMA Integrated News introduced its two A.I. sportscasters, Marco and Maia. What seems to be a groundbreaking announcement became a source of public discussions and debates; dismay and negative reactions comprising the majority.

The Artificial Intelligence (A.I.) development and utilizations provide breathing spaces for humans on a modern day-to-day basis. Complicated tasks can now be programmed in a computer and it will do work seamlessly for users.

Upon the arrival of the then imagined reality, a thought lingers upon: How capable are A.I.s to dominate the world?

Computers will excel in various fields to give humans an advantage.

But that near-coming scenario seems to be unfavorable for the field of mass communication: in journalism, broadcasting, newspaper, radio, and television industries.

According to GMA Integrated News, it will be a reporting edge to have an A.I. “complementing” with the jobs of human courtside reporters. It was the first among all media institutions in the Philippines

The challenging times of battling disinformation, misinformation, and malinformation demands a stronger resistance. It is through skillful fact-checking and media literacy that the information antagonists could be defeated.

News institutions, at a disadvantaged posture, should first prioritize the infodemic battlefield.

Above all possible solutions, making A.I. sportscasters were selected. What relevance do these “sportscasters” give in cyberspace information warfare? It will be too awful to think that the country’s leading mainstream media has different priorities.

As opposed to “mas malaking misyon, mas malawak na paglilingkod sa bayan”, it is in any glance neither serving nor contributing to the public welfare. There are a lot of things to put A.I. in good work, the least of them was to introduce A.I. sportscasters.

Worsening image of journalism

Public trust in the media is on its decline since the rise of multiple contents made by bloggers who pose as journalists. Unverified “facts'' disseminated online imposes a huge impact on perception and opinions as some creators branded themselves as “more trustworthy than the media”.

Highly divisive political fusses and discussions during the last national elections were evident influences that content creators hold.

Now that A.I. appears in the media scene, the media could be at its worst case scenario. Journalists who are professional fact-checkers are in grave danger of being replaced by A.I.s that are prone to being hacked and manipulated.

The ability of journalists to pursue and regain public trust shrinks upon the arrival of Information Technology manipulation threats.

Media and coping up with the declining economy

Media institutions, too, aren’t exempted from the vulnerability caused by economic crises. The first half of 2023 circulated around the issues of spiking inflation rates, rising fuel prices, raw materials shortages, and underemployment.

GMA coped by the implementation of their Incremental Digital Reach (IDR), the pricing innovation initiative set by the Network around May 2013. This is to recover from the 4% dip caused by the wide-reduction of industry’s spending in advertising last year.

(Related story: GMA Network turns to digital, distribution partnerships to boost revenue | GMA News Online)

No wonder the leading media network in the country was laid under pressure by a desperate financial situation; obliged to conduct “strategies” to possibly break out from the dip.

With our national economy going worse, how far beyond do news industries could possibly go?

After all, news is still a biz

As far as the news business is concerned, it is impossible to gain profit without the consideration of public interest. The rage and dismay of the people towards the first A.I. sportscasters reflect collective invalidation.

In the midst of discussions on A.I. and media, ethical standards shall be upheld. News institutions and organizations shall push forth an effort to recap and re-adapt the profession’s Code of Ethics.

Going back to basics of Mass Communication, the art and science of storytelling shall always serve the public interest above everything else.

Innovation is an edge, but shall not disarray from the core value of the profession. Innovation shall be helpful, not a sacrificing tool.—OVERTURN