Combining Authentic Experience and Artificial Intelligence – Finding a Responsible Balance Between Personalization and Trust in Media

Description: The research project examines the responsible use of artificial intelligence in the Finnish media sector. The project focuses on how media companies can apply AI in content production and personalization while maintaining audience trust, upholding journalistic principles, and complying with the requirements of the EU Artificial Intelligence Act.

The project combines an analysis of up-to-date research and regulation, insights from an international expert panel, and an experimental consumer study that measures how Finnish audiences actually respond to AI-generated content, different transparency practices, and their willingness to pay. The research produces new, evidence-based knowledge on how AI use affects perceived authenticity, trust, and revenue models in Finland’s high-trust media environment.

The project results in practical, strategic recommendations for Finnish media organizations on how to use AI responsibly and competitively, as well as a publicly available final report and an international peer‑reviewed academic article. The research supports media-sector decision-making at the intersection of technological development, regulation, and evolving consumer expectations.

Duration: 1.11.2025-31.10.2026

Funding: Media Industry Research Foundation of Finland