Swedish Journalists Increasingly Use AI Despite Concerns

According to a press release from Cision, the adoption of generative AI tools among Swedish journalists has surged from under 50% last year to 60%. These findings are detailed in Cision's "State of the Media 2025: Fokus Sverige" report. Despite their increasing personal use of AI, journalists express significant concern regarding its adoption by communications professionals. The report reveals that 74% of journalists worry about factual inaccuracies when communicators employ AI, while 68% fear a degradation in the quality of pitches and press releases. Moreover, over half of respondents believe AI could undermine trust in corporate and organizational communications. The report suggests that journalists are leveraging AI to cope with demanding workloads. However, they view its use by communicators as problematic. This duality positions AI as both a threat and an opportunity, potentially exacerbating the existing gap between journalists and public relations professionals.