The article reflects on the ongoing debate regarding the use of generative artificial intelligence (AI) in creating opinion pieces for the Folha newspaper in Brazil. As Folha celebrates its 105th anniversary, the author mentions that criticism is rising against the publication for allowing columns written at the behest of its writers from AI. A key point of discussion is the role of the ombudsman, a position the paper maintains to represent reader interests, which has brought transparency to this contentious issue.

One striking observation from the debate comes from professor and technology director Thiago Ayub, who notes that the criticism is justified but also highlights the importance of Folha's ombudsman in facilitating this discussion. Ayub mentions that such transparency is necessary in today's journalism landscape, where the distinction between fact and misinformation is increasingly blurred. The existence of an ombudsman allows for an internal critique of the paper that can strengthen its credibility in the eyes of readers.

Finally, the article emphasizes the broader implications of these discussions for professional journalism, especially in a time when public trust in media is waning. The advent of AI-generated content poses significant questions about authenticity and accountability in journalism, as readers seek to understand whether the writings they engage with come from human authors or artificial intelligence, underlining the need for ongoing dialogue about ethics and practices in news media.