Artificial intelligence is transforming media worldwide, yet much of Southeast Asia remains in the early stages of adoption. Studies show more than 80 per cent of the region is still in the stage of early AI adoption. Most media outlets are still exploring initiatives, experimenting with transcription, fact-checking, or content generation tools.
An Accenture report shows that 83 per cent of ASEAN countries are still in early adoption, while only 15 per cent have reached advanced implementation. Fields like communications, media, and technology sectors account for just 19 per cent of advanced adoption, highlighting untapped potential.
In the Philippines, a Vero survey found 90 per cent of journalists are familiar with AI, but only 52 per cent have integrated it into their work. Countries like Thailand, Indonesia, and Vietnam often begin their AI adoption with simple transcription or translation tools, while many navigate AI tools on their own.
This gap between AI’s potential and its implementation isn’t just about technology; it emphasises the absence of structured training and institutional support.
Faster isn’t always better: Why AI in newsrooms needs guardrails
The journalism industry faces ongoing challenges ranging from misinformation, shrinking attention spans, public scepticism, and increasingly polarised consumption. At the same time, fears of job loss, loss of creativity, and the erosion of core journalistic skills make the landscape even more challenging.
Surveys by Cision and Sword & The Script show that nearly 50 per cent of journalists receive more than 50 pitches per week, with up to 79 per cent rejected for being off-beat. Clearly signifying that most don’t match a journalist’s beat.
Meanwhile, modern AI systems are reshaping journalism by predicting trends, analysing massive volumes of data, and tracking reputational risks in real time to sharpen relevance and provide clarity. Yet researchers caution that if the content generated by AI is not transparently labelled and verified, it may blur the line between fact and fiction, particularly with deepfakes and manipulated media.
The field stands at a crossroads between great promise and significant uncertainty. Hence, the question is no longer about the impact of AI but about who gets to control the processes.
Reality check on policy gaps and uneven AI adoption
Despite AI’s potential to transform journalism through fact-checking, multilingual reporting, and crafting personalised content, its adoption remains uneven.
A 2025 Thomson Reuters Foundation report found that while 80 per cent of journalists in the Global South use AI, only 13 per cent of newsrooms have formal AI policies.
In Southeast Asia, surveys reveal that 79.3 per cent of newsrooms lack formal policies for AI. This shortfall raises serious concerns about integrity, creativity, transparency, and critical thinking in journalism.
A 2025 survey conducted by Trust Project examined journalists’ perspectives on AI’s influence and the results illustrate the following data:
- 53.4 per cent concern about AI’s ethical impact.
- 54.3 per cent worry it may erode creativity and originality.
- 51.4 per cent fear it could diminish critical thinking.
- 49 per cent caution about rising misinformation risks.
The facts clearly highlight the need for establishing formal AI guidelines to mitigate risks.
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Three principles for Southeast Asian newsrooms
To combat these risks associated with AI Adoption, newsrooms should know of these three principles to leverage AI responsibly.
- Transparent labelling of AI-generated content: Newsrooms should establish clear standards on labelling, oversight, and verification before surging into large-scale adoption.
- Structured training and leadership: While studies reveal more than 57 per cent of journalists using AI are self-taught, to keep pace with the rapid technological change, the industry requires structured training and formal newsroom guidelines to ensure credibility and ethical accountability.
- A human-in-the-loop model: To ensure journalism adheres to the principles of truth, accuracy, and objectivity, there’s a need for human oversight and institutional mechanisms to monitor and audit AI performance so it does not replace editorial judgment.
To maintain the principles of trust, accuracy, and ethical standards in journalism, the Southeast Asian newsrooms must follow the three principles of transparency, training, and human to balance efficiency with ethics.
Conclusion
Currently, Southeast Asia is at tipping point: eager to harness AI yet cautious of its impact on credibility and editorial integrity. The region’s media leaders must act decisively and establish ethical frameworks to balance speed and trust in journalism amidst the wave of AI adoption.
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