The rise of artificial intelligence has prompted a renewed discussion among media organizations in Estonia about the fundamental qualities that journalism should uphold to remain relevant and attract audiences. With AI technologies increasingly contributing to content creation, questions arise about what characteristics are essential for journalism to provide value to its consumers. The consensus among industry professionals is that ensuring high standards of content quality and professionalism is crucial for media outlets to retain and grow their readership.

The debate highlights the importance of human touch and expertise in producing quality journalism, which AI currently cannot replicate. Journalistic integrity and the ability to critically analyze events, verify information, and present relatable narratives are among the core attributes that should be emphasized in a landscape increasingly inundated with automated content. Media outlets are tasked with the challenge of evolving while still offering unique insights and trustworthy reporting that aligns with the interests of their audience.

As media companies seek to find their footing in the age of AI, maintaining a professional standard becomes imperative not only for financial sustainability but also for preserving public trust in journalism. This discussion could guide strategic decisions as publications explore ways to integrate technology without compromising the essence of journalistic values that audiences rely upon.