The Growing Influence of AI and Influencers in News Consumption
The debate over misinformation and the role of influencers in shaping public opinion has intensified, with recent controversies highlighting the shifting landscape of news consumption. As traditional journalism declines, algorithms and AI-driven platforms increasingly dictate what content audiences see, raising critical concerns about accuracy, accountability, and the future of responsible reporting.
The Rise of News Influencers and Algorithm-Driven Content
The influence of social media personalities on news consumption has grown significantly, with studies showing that nearly 40 per cent of US adults under 30 regularly get their news from online influencers rather than traditional media. This shift has led to a media environment where engagement and sensationalism often take precedence over factual reporting.
A prime example of this is the recent controversy surrounding UK entrepreneur and podcaster Steven Bartlett, whose content pivot from business discussions to health topics has nearly doubled his audience. However, concerns have been raised about the accuracy of claims made on his platform, mirroring similar debates seen with US podcaster Joe Rogan. The growing reliance on influencers as primary sources of information underscores a larger issue—traditional newsrooms are fading, leaving a gap that AI-driven algorithms and individual content creators now fill.
Big Tech’s Control Over Information Flow
Social media platforms and search engines wield significant power in determining what content reaches audiences. AI-generated summaries, personalised feeds, and engagement-driven algorithms create a digital environment where misinformation can spread rapidly. Unlike traditional news organisations, which adhere to journalistic standards, these platforms operate with minimal editorial oversight.
Lexie Kirkconnell-Kawana, CEO of IMPRESS, the UK’s independent press regulator, warns of the risks associated with this shift. “We are witnessing a surge in news influencers and media personalities who may not view themselves as journalists, yet they have become the main sources of information for millions,” she notes. The opacity of AI-driven content selection often referred to as the “black box” problem means that audiences are exposed to information without a clear understanding of how or why it was prioritised.
The Challenge of Regulating AI and Social Media Platforms
While misinformation is a growing concern, the challenge of regulating AI-driven news distribution is complex. Tech companies are often reluctant to take responsibility for the content their algorithms promote, and existing regulatory frameworks struggle to keep pace with the rapid evolution of digital media.
Kirkconnell-Kawana notes, “If people are relying on AI-generated information, and that information lacks integrity or is biased, we need to act now.” However, enforcing editorial standards across countless digital sources remains a significant hurdle. AI developers typically create tools for efficiency and engagement, not necessarily for ensuring journalistic integrity. When these tools are deployed without safeguards, misinformation becomes an inevitable byproduct.
The Need for Leadership in Journalism
As tech platforms and influencers gain influence in the media space, traditional journalism must adapt or risk becoming obsolete. Media leaders must embrace change while ensuring that core journalistic values such as accuracy, accountability, and public trust—are preserved.
Kirkconnell-Kawana emphasises that the biggest challenge is not just recognising the shift but actively shaping its direction. “There is a temptation for regulators and media organisations to try and preserve the status quo. But the reality is that change is happening. The question is, how do we maintain control over the essential parts of journalism that we want to protect?”
Without proactive leadership, the gap between responsible journalism and algorithm-driven content will continue to widen. If media organisations fail to innovate and reassert their role in the digital ecosystem, audiences will increasingly turn to unregulated sources, further eroding trust in reliable news.
Conclusion
The growing dominance of AI and influencers in news consumption is a defining issue for modern journalism. While technology offers new ways to engage audiences, it also presents risks that cannot be ignored. The challenge now lies in balancing innovation with integrity, ensuring that the future of news remains rooted in truth rather than algorithmic manipulation.
