Artificial Intelligence in the Media in Serbia: When Satire Isn’t Funny

Abstract

The use of Artificial Intelligence (AI) is becoming a daily routine in newsrooms.AI appears as an essential tool in journalists’ professional routines, aiding in faster workprocesses, automatic text generation, and assisting with repetitive tasks. However, theuse of AI in the media provides fertile ground for various types of abuse, settlingscores with dissenters, and falls under the category of “weaponized defamation.”The Serbian government is committed to keeping pace with the development andapplication of AI in various sectors. However, this commitment is not accompaniedby an adequate legal framework when it comes to the media. Currently, there is nospecific law regulating this field, leaving those affected by existing practices to relyon related legislation, which neither covers all potential violations in this area norprevents further manipulation.
This paper analyzes the legal framework for regulating AI in the media, as well asthe potential for self-regulation. The analysis is based on a case study in which mediamogul Željko Mitrović published a “satirical video” on his X platform, followed by itsbroadcast in the news programs of Pink Television. The video, which was a deepfakegenerated using artificial intelligence, mocked opposition representatives. The paperalso examines the first lawsuit in which opposition representative Dragan Djilaswon against Željko Mitrović and Pink Television, based on the AI-generated videocontent that was broadcast on television. The scope of this ruling highlights both thepossibilities and shortcomings of the legal framework in this area within the Serbianmedia landscape