A virtual anchor reads the news, AI assistants help produce up to ten times more video, and personalisation delivers content where it makes sense. Lubor Zoufal, who leads digital and strategic projects at Czech News Center and Active Radio, talks about all of this. In an interview for the Czech AI Association, he describes how we use AI in practice and how it is changing the work of journalists.
A new interview with Lubor Zoufal is out on how AI is changing the daily work not only of our newsrooms. And it is changing it fast. AI is no longer an experiment but a full-fledged tool that can affect practically every step of content creation. It helps write, edit, speak, translate, sort, design and evaluate. “Thanks to AI tools such as HeyGen and ElevenLabs, and to implementing API models, we are creating new media products that we would otherwise spend years and enormous sums on,” he says.
The impact is already visible. The virtual anchor on Frekvence 1 reads the morning and evening news completely autonomously. Every reporter also has their own assistant, which within seconds can produce a research summary, a summary, a standfirst, a headline suggestion or a short video recap. And from every written article, AI can create an audio version in the reporter’s own voice with a single click.
Content personalisation is another major theme of the interview. Lubor explains how we use the Czech system Recombee, which analyses reader behaviour in real time and helps them find their way through the flood of information. According to him, Generation Z does not suffer from a lack of content but from information overload, and personalisation is the answer.
The interview also points to where the media will go in the coming years. “What we see as innovation today will be standard in a few years,” Lubor predicts. The next steps? Automatically edited reports, multimedia outputs produced almost in real time, and content prepared for the specific needs of each user.
With that, the importance of ethics and transparency grows too. Lubor therefore points out that as the influence of AI grows, so does the need for trust. That is why initiatives such as KyberTabu are emerging, aiming to set clear rules for the fair use of technology in the media. “Media must remain transparent and verified,” Lubor concludes.
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