The Lithuanian Journalists' Union (IŽA) has expressed growing concern over the unauthorized use of traditional media content for training and generating AI systems. They highlight that algorithms from social media and search platforms systematically undermine the visibility, audience, and revenue of professional journalism. As traditional media struggles to adapt, the impact of emerging technologies on journalism becomes increasingly critical.

In response to these challenges, IŽA has officially reached out to various legislative and governmental bodies, including the Culture, Law, and Economic Committees of the Lithuanian Parliament and relevant ministries. Their call for political and legal dialogue emphasizes the need for concrete measures that can protect journalism from the encroaching influence of AI and the algorithmic decisions made by tech giants. They argue that a coordinated approach is essential for safeguarding the integrity and viability of journalistic practices in Lithuania.

The IŽA's concerns are positioned within a broader context of the European digital advertising market, which has seen significant growth as platforms like Google, Meta, and Amazon dominate advertising revenues. With 67% of all advertising expenditures in Europe now being digital, and these platforms accounting for a substantial portion of that growth, traditional media faces intense pressure. The situation calls for a serious reconsideration of policies and practices within the media landscape to ensure a fair and sustainable future for journalism.