Journalism and the problem of overcoming the "technology trap"

(Dan Tri) - As AI gradually penetrates every step of journalism, newsrooms need to solve big problems in applying technology to produce journalistic products.

After 101 years of formation and development, Vietnam's revolutionary press is entering a new era when technology becomes a part of the editorial's operating structure. Digital space, big data, artificial intelligence, social networks and cross-border platforms have changed the way information is created, distributed, received and verified.

In the article "Vietnam's revolutionary press in the digital age", General Secretary and President To Lam emphasized that when there is too much information, society needs more reliable addresses to determine what is true, what needs to be verified and what is just crowd emotion or intentional arrangement.

General Secretary and President To Lam also emphasized that the press needs to reach the public through all platforms, but cannot depend on external algorithms.

If they run after views and recommendation mechanisms, news agencies can easily lose reader data, lose distribution rights, lose their identity and face risks when algorithms change. From that perspective, digital transformation of newspapers is not simply about opening more social network channels or equipping more tools.

Placed in that context, the story of AI brings journalism to the problem of how to transform itself to both master technology and maintain the core values ​​of journalism.

AI has gone beyond the boundaries of experimentation

About two years ago, AI was mainly seen as an experiment. Now, this technology has become part of the daily operations of many newsrooms.

At the individual level, many reporters use AI to search for information, summarize documents, suggest ideas, edit text, translate or support the development of multimedia products.

AI has gone beyond the boundaries of testing to become a part of the daily operations of many newsrooms (Illustration: CV).

On a larger scale than the newsroom, AI is being applied in reader data analysis, content optimization, automatic video production, creating virtual MCs, converting text to speech or personalizing user experience. Many steps that previously required a lot of manpower and time can now be quickly supported with the help of "virtual colleagues".

Looking at the application of AI in journalism, Associate Professor, Dr. Bui Chi Trung, Deputy Director of the Institute of Journalism and Communication Training, University of Social Sciences and Humanities, VNU, assessed that the level of application can be divided into many different classes.

The first layer is a common application, journalists use AI like a normal user, mainly to look up, organize data or initially process some content related to photos and videos. This is the most popular form today, especially at small-scale or local press agencies.

In the second layer, some large press agencies have begun to use AI in deeper stages such as recreating image content, analyzing public needs, designing presentation formats or managing data in the newsroom.

In the third layer, AI becomes a component of the operating system in the newsroom. At this time, AI must be associated with the functional structure, data strategy, product model and management capacity of the entire press agency.

According to Associate Professor, Dr. Bui Chi Trung, converting from personal applications to systematic system applications is a long step and requires a lot of resources.

On a global scale, Reuters Institute's 2026 Journalism and Technology Trends and Forecasts Report shows that international newsrooms are increasingly applying AI in behind-the-scenes automation, supporting news gathering, product development and content distribution...

This shows that AI is impacting the entire journalism value chain, from topic discovery, content production, distribution, public measurement to business models.

However, it is necessary to acknowledge the fact that AI's presence in the newsroom does not mean that the press has solved the problem of product development or created sustainable economic value from technology.

"Technology trap" from cross-border platforms

As most newsrooms have passed the AI ​​testing phase, the question is whether technology can really help journalism create new products and sustainable development models.

Associate Professor, Dr. Bui Chi Trung commented: "AI can participate in many stages of journalistic production, but the outstanding value must lie in the ability to optimize the process."

In television, AI supports image compensation, scene reconstruction or post-processing. With print newspapers, AI can assist in checking spelling errors, simulating page layout or evaluating layout; Or with data management, AI helps retrieve archives, synthesize historical information and exploit data faster.

AI can participate in many stages of journalistic production, but the outstanding value must lie in the ability to optimize the process (Illustration: AI).

However, the gap from process optimization to creating a completely new journalistic product model, with extensive technology support, is still very large.

Associate Professor, Dr. Bui Chi Trung gave an example, many multimedia journalism products have AI applications such as electronic compasses, data simulations, interactive graphics... These products can help the public visualize issues more visually and vividly.

However, high production costs have limited its regular appearance. They are usually only done during peak, information-rich events. This is the reality that makes many AI products in journalism still "single" and difficult to form into a system.

AI can outwardly create an impression in terms of appearance, while the actual effectiveness in terms of revenue, market and public engagement is still a problem that needs to be verified.

From the above arguments, experts believe that current press products have not really reached the level of a "high-tech commodity product". In other words, turning the application of technology into a product model that is clear enough and capable of creating stable value for both the public and the market is still a problem that needs in-depth research from management units and press agencies.

To exploit AI effectively, newsrooms need to invest resources. To have investment resources, newsrooms must prove that AI can create better products, attract more readers and improve revenue.

Unclear output efficiency can cause many press agencies to fall into a state of confusion. They are aware of technology needs but do not identify the starting point, how to invest and how to recover value.

The above state is called the "technology trap". Experts emphasize that if only following technology as a movement, the press can make costly investments without creating real, effective transformation.

Another notable point is the lack of research and development departments at news agencies. Newspapers are not the birthplace of core technology. Search engines, distribution algorithms, social networking platforms, AI chatbots and data infrastructure are all in the hands of technology giants.

This reality makes press agencies easily fall into a dependent position. A typical situation is that in order for content to reach the public, the press needs distribution channels. And those distribution channels are third-party platforms, so newspapers are forced to be governed by platform algorithms.

Converting newspaper digital numbers is not simply opening more social network channels or equipping more tools (Illustration: Adobe Stock).

Instead, the transformation must be a process of innovating journalistic thinking, content production processes, data management, changing distribution methods, accessing the public, enhancing the role of journalists, protecting press copyrights, and developing a digital journalism economic model.

In particular, the lack of research capacity, private data, and core technology can put the press in a situation of always being behind technology or depending on another party.

Therefore, Associate Professor, Dr. Bui Chi Trung stated that when each individual newsroom does not have enough resources to develop core technology, it is necessary to consider the role of linkage and coordination between management agencies, press agencies, technology enterprises and research units.

At the same time, to effectively apply technology, especially AI, newsrooms need to make technology a part of their development strategy. From there, new technology contributes to creating valuable products, building revenue sources and strengthening the position of journalism in the digital environment.

The fulcrum of readers' trust in the news flow

Besides the problem of technological efficiency and the lack of core technology, another issue lies in the role of journalists in the face of the AI ​​wave and the shift in the way information is created and distributed.

In an information environment where content can be created faster and more abundantly than ever before, the role of journalists needs to be more clearly established.

The biggest change created by AI is not in the speed of content production, but in redefining the role of journalists.

As AI becomes better at performing technical tasks, the value of journalists will focus on capabilities such as detecting problems, verifying information, analyzing context and creating in-depth content.

Journalist Pham Tuan Anh, Editor-in-Chief of Dan Tri newspaper, stated that technology has clearly changed the way journalism is done, but has not changed the nature of journalism.

On platforms, information can be created and spread at a speed that even the platforms themselves cannot control. Therefore, the value of a reporter no longer lies in reporting the fastest news, but in reporting accurate, reliable and in-depth news.

Sharing with PV, journalist Pham Tuan Anh emphasized: "I think trust is the most valuable asset of any press agency. Information may arrive a few minutes later, but must ensure reliability. Readers not only want to know what is happening but also want to know whether it is true or not, what is its nature, what does that information mean for their lives."

At the meeting with 101 outstanding journalists who won the National Press Award over the years, on the occasion of the 101st anniversary of Vietnam Revolutionary Press Day, General Secretary and President To Lam affirmed: "Artificial intelligence, big data, and digital platforms can provide a lot of support, but cannot replace the political courage, ability to verify, professional sensitivity and social responsibility of journalists."

According to the head of the Party and State, journalists will continue to be soldiers on the ideological - cultural - digital information front, with strong courage, moral purity, profound humanity, and technological proficiency.

Entering a period of many changes, Vietnam's revolutionary press will still maintain its role in contributing to the cause of serving the Fatherland and serving the people in the digital age. Furthermore, each press agency needs to constantly strive to become a modern digital newsroom, a data-knowledge center and a trusted information address for the people.