3. Generative AI Usage in the Newsroom: Case Study of Thailand

This chapter explores the integration of Generative AI, particularly ChatGPT, within Thai newsrooms, highlighting its potential and challenges. Based on interviews with key informants from leading Thai news organisations, the study examines how AI is reshaping news production, from brainstorming and topic generation to writing and reporting. While ChatGPT facilitates creative ideation and secondary data synthesis, concerns persist regarding its reliability, accuracy, and limited capabilities in primary data gathering. Adoption remains constrained by language barriers and insufficient AI literacy among journalists. Key findings identify three user categories—novices, users, and experts—based on their proficiency and application of ChatGPT. Novices engage experimentally, users apply AI strategically with training, and experts integrate it extensively, leveraging advanced features. Although ChatGPT assists in producing patterned content and evergreen articles, its role in real-time news reporting is minimal, as it lacks contextual nuance and data verification capabilities. The chapter underscores the need for targeted training in AI prompt engineering and robust organisational policies to ensure ethical AI usage. Recommendations focus on fostering AI literacy, establishing data management systems, and addressing ethical concerns. By adopting a multi-faceted approach, Thai newsrooms can responsibly harness AI’s potential to enhance content quality, streamline workflows, and sustain journalistic integrity.