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7 MIN · Module

Generative AI in media production

What generative AI can and cannot reliably do in a newsroom or content team, and how to keep editorial judgement with a named person.

What models do well, and badly

A generative AI model does not look things up and report them. It produces the most plausible continuation of the text it has been given, based on patterns learned from enormous quantities of writing. Often, plausible and true coincide. Sometimes they do not, and the prose looks exactly the same either way. That one fact explains most of what follows.…

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