ARTIFICIAL INTELLIGENCE IN THE MEDIA IN SERBIA: WHEN SATIRE ISN’T FUNNY

The use of Artificial Intelligence (AI) is becoming a daily routine in newsrooms. AI appears as an essential tool in journalists’ professional routines, aiding in faster work processes, automatic text generation, and assisting with repetitive tasks. However, the use of AI in the media provides fertile ground for various types of abuse, settling scores with dissenters, and falls under the category of “weaponized defamation.” The Serbian government is committed to keeping pace with the development and application of AI in various sectors. However, this commitment is not accompanied by an adequate legal framework when it comes to the media. Currently, there is no specific law regulating this field, leaving those affected by existing practices to rely on related legislation, which neither covers all potential violations in this area nor prevents further manipulation. This paper analyzes the legal framework for regulating AI in the media, as well as the potential for self-regulation. The analysis is based on a case study in which media mogul Željko Mitrović published a “satirical video” on his X platform, followed by its broadcast in the news programs of Pink Television. The video, which was a deepfake generated using artificial intelligence, mocked opposition representatives. The paper also examines the first lawsuit in which opposition representative Dragan Djilas won against Željko Mitrović and Pink Television, based on the AI-generated video content that was broadcast on television. The scope of this ruling highlights both the possibilities and shortcomings of the legal framework in this area within the Serbian media landscape.