The Journalists’ Association of Serbia (UNS) was founded in 1881. It is one of the region’s oldest and most respected media organizations, dedicated to upholding professional standards and fostering regional cooperation. With partners in Tirana, Sarajevo and Čaglavica, UNS was able to complete a flagship project focused on the challenges and opportunities that the rise of AI brings to the media.
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When it was established, almost 150 years ago, telegraph had not yet been invented. The only media source of the time was the newspaper or magazines. Usually, correspondents wrote letters and the most recent news outside the capitals where often of weeks ago.
Today, the media landscape is, as we know, a conglomerate of many media. From the socials, to the traditional newspapers and television broadcasters, to podcasts and independent digital platforms, the flow of information reaches us in more ways than ever before.
And all this mosaic, needs for sure to adapt with a new tool. The Artificial Intelligence, which brings tremendous opportunities at the same time. And innumerable challenges.
The project, “How to Use Artificial Intelligence in the Media,” brought together the Journalists’ Association of Serbia (Belgrade), the Albanian Center for Quality Journalism (Tirana), the Center for the Development of Youth Activism – CROA (Sarajevo), and the Media Center (Čaglavica).
A New Frontier: AI and Journalism
The rapid advance of artificial intelligence has touched every industry. According to some studies, up to 80% of organisations or companies worldwide are using a form or another from the Artificial Intelligence. Yet, for many in the Western Balkans, AI is still something abstract, a distant trend in faraway newsrooms.
This project, part of the Western Balkans Fund 7th Call for Proposals, which has been co-funded by the European Commission, sought to change that by equipping a new generation of journalists with the knowledge and skills to use AI tools responsibly, ethically, and creatively in their daily work.
The project initiated with an open call for participants. A diverse group of participants with a background in journalism was selected, from dozens of applications, with the intension to better represent the rich heritage of our Region.
Real Impact
Over several months, four interactive workshops took place in Belgrade, Tirana, Sarajevo, and Čaglavica. The workshops combined expert-led sessions, practical exercises, and open discussions about the promises and perils of AI in media.
Participants experimented with AI-powered research tools, learned how to spot and combat disinformation and debated the ethical dilemmas that new technology brings. The workshops also explored the use of machine learning in investigative journalism, fact-checking, and content creation, making sure that the conversation stayed grounded in the real needs of the region’s media landscape.
Building Bridges
Perhaps the project’s greatest achievement was its power to connect. Journalists from Serbia, Albania, Bosnia and Herzegovina, and Kosovo* worked side by side, many for the first time. These encounters broke down old barriers and built new friendships. The group shared not only professional tips but also stories about growing up in different corners of the Balkans, learning how much they had in common.
This spirit of collaboration led to the creation of an informal “AI Journalism Network”, where participants continue to share resources, discuss ethical challenges and support each other’s professional growth. The relationships brings also long-lasting practical benefits to the participants, facilitating a group that encourages regional dialogue and regional background in day by day reporting.
Lasting Changes
Over 40 young journalists and media professionals were trained, not just in technical skills, but also in ethical thinking and cross-cultural communication. The participating organizations developed a set of regional guidelines for the ethical use of AI in journalism, which are now being shared with other newsrooms in the Western Balkans.
Several participants used their new skills to produce investigative stories powered by AI tools, tackling issues such as government transparency, disinformation, and social inclusion.
A Model for the Future
“How to Use Artificial Intelligence in the Media” proved that the Western Balkans is not only ready for innovation but can be a leader in responsible digital transformation. By investing in young people, promoting ethical journalism, and building regional networks, the project set a new standard for what is possible.
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*This designation is without prejudice to positions on status and is in line with UNSCR 1244 and the ICJ opinion on Kosovo declaration of ondependence
