The use of generative artificial intelligence (AI) in the production of media content is increasingly shaping the way news and public-interest content are created, distributed, and consumed. This raises important questions related to transparency, credibility, and the public interest.

Foundation Mediacentar has launched a project dedicated to advancing the understanding of the impact of generative AI on audience trust and media. The project focuses on collecting data on how citizens of Bosnia and Herzegovina critically assess media content created either fully or with significant support from generative artificial intelligence. This is the first structured empirical study in Bosnia and Herzegovina to examine the relationship between generative AI in journalism and audience trust.

Data on whether and how audiences recognize such content, as well as how these factors influence trust in the credibility of information and sources, will be collected with the goal of strengthening media and information literacy.  A comprehensive study will be conducted combining both qualitative and quantitative data collected from a survey administered to a sample of the general population across Bosnia and Herzegovina, and through focus groups segmented by age.

Deeper insights into citizens’ attitudes, expectations, and perceived risks related to the use of AI in the media in Bosnia and Herzegovina will be published and made publicly available.

The research findings will be used to advance discussion on the impact of generative AI on media literacy and journalism in Bosnia and Herzegovina. The project aims to produce empirical evidence media organisations can use as they adapt to emerging trends and make informed strategic decisions, strengthening their credibility and long-term sustainability. More broadly, the project contributes to building a more resilient and trustworthy media ecosystem in BiH, with insights and lessons that may serve as a reference point for other countries in the Western Balkans facing similar challenges
The presentation of the research findings is planned for early October 2026.
 
The project "Understanding the Impact of AI-Generated Media Content on Audience Trust", implemented by Foundation Mediacentar, is supported through the broader programme “MedIA-Lit” led by the Centre for Civic Education (CCE/CGO) in partnership with the Helsinki Committee for Human Rights in Serbia (HCHRS), the Helsinki Committee for Human Rights in North Macedonia (MHC), the Tirana Centre for Journalism Excellence (TCJE) from Albania and the Atlantic Initiative (AI) from Bosnia and Herzegovina, with financial support from the European Union and co-financing from the Ministry of Regional-Investment Development and Cooperation with NGOs of the Government of Montenegro.