Tell it to SunStar: AI should aid work, not replace humans

By University of the Philippines Broadcasting Association
Tell it to SunStar: AI should aid work, not replace humans

On Sept. 23, 2023, mainstream media giant GMA Network launched their Artificial Intelligence (AI)-generated sportscasters in time for the opening of Season 99 of the National Collegiate Athletic Association (NCAA).

In a statement, GMA’s senior vice president and head of Integrated News, Regional TV, and Synergy Oliver Victor B. Amoroso said the initiative is “[aligned] with our mission to serve all communities within the nation and promote inclusivity in our reporting,” highlighting their new tagline, “Mas malaking misyon, mas malawak na paglilingkod sa bayan.”

The UP Broadcasting Association firmly believes that this move does very little to serve the people as it only sets an alarming precedent that would profoundly impact the future of broadcasting and those who aspire to be in this industry.

While it is inevitable to adapt these kinds of emerging technologies in the practice of broadcasting, we should not forget that these technologies are mere tools to assist us and improve our work. They should not, in any way, replace and displace the people who have spent years in the study and practice of broadcasting.

Before we welcome innovation and technological advancements, we must first address the realities faced by media workers—contractualization, unfair labor practices, low compensation and lack of benefits. If GMA truly aims to promote inclusivity in their reporting, they should instead focus their efforts and resources on hiring and properly compensating talented journalists and media workers. They should provide more opportunities to people who aspire to be part of the media industry and are working hard to do so.

Technologies that do not put humans in the center are no innovation at all. Thus, in the pursuit of advancement and excellence, the true essence of serving the people should not be left behind.


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