Artificial intelligence is no longer science fiction but a practical tool that is increasingly influencing the world of media. What recently seemed experimental is now becoming part of everyday media reality: from virtual news anchors to synthetic videos where it is difficult to distinguish fiction from reality. Hungarian media, like their global counterparts, are beginning to adapt to these changes. But what is behind this trend, and where is it taking us?

First Steps: Virtual Anchors and Automated News

One of the first prominent implementations of AI in journalism was the creation of virtual news anchors. Such projects have already been launched in China, South Korea, and even some European countries. A virtual anchor is a synthesis of a digital shell and AI that can read the news in real time, adjusting to intonation, speech rhythm, and even facial expressions.
One of the most well-known examples is the Chinese news channel Xinhua, where a fully synthetic AI-based anchor has been working for several years. It reads the news around the clock, without fatigue or mistakes. In South Korea, the MBN channel introduced a neural network clone of real anchor Kim Joo-ha, capable of replacing a live person on air without loss of quality.
Automation has also reached the news itself: algorithms can already write short articles about sports events, weather, and stock market updates. Reuters, Associated Press, and Bloomberg actively use such systems. In Hungary, experiments are also underway: national news portals are exploring the possibilities of integrating AI into the creation of simple news briefs.

Deepfake Reports: Ethics and Dangers of the New Reality

At the intersection of technological progress and information threat lie deepfake technologies. These are synthetic videos created using neural networks, where the face, voice, and behavior are forged so realistically that only thorough analysis can distinguish a fake from real footage. In 2024, Synthesia, one of the leading companies in the field, demonstrated the ability to create a fully deepfake report — featuring a fake anchor imitating well-known journalists and falsified content.
Such technologies can be used both for educational and disinformation purposes. For instance, some countries have already reported cases of political statements that never occurred — allegedly made by presidents, ministers, or famous media personalities.
So far, Hungary has not experienced major disinformation incidents involving deepfakes, but with increasing political polarization and the active use of social media, the threat of spreading fake content is becoming more real. As a result, Hungarian media experts and journalists have begun actively discussing the need for an ethical code and technical barriers to detect and block such content.

AI and the Journalism Profession: Aid or Replacement?

The big question that concerns many: will artificial intelligence replace journalists? The answer is nuanced. On the one hand, AI already performs routine tasks very well: data collection, draft writing, grammar correction, content structuring. On the other — it cannot truly feel, interpret social and cultural contexts, ask uncomfortable questions at press conferences, or find unique angles.
In many newsrooms, AI is viewed as an assistant. For example, Hungarian media use language models to generate headlines, translate international news, and speed up information search. This frees up time for journalists to focus on analysis, interviews, and fact-checking.
However, the development of AI also brings a need to rethink the profession. Journalists of the future, according to many experts, should not only be good writers but also understand technology, know how algorithms work, and possess skills in digital hygiene and next-level fact-checking. This is especially relevant for the Hungarian audience, where media trust shifts from generation to generation.

The Future: Personalized News and Next-Generation Media Platforms

With each passing year, artificial intelligence becomes more deeply integrated into user experience. In the near future, we can expect an era of hyper-personalized news: algorithms will take into account the interests, behavior, and even emotional state of the reader to deliver content in the right form at the right time.
Such platforms are already being tested in the US and China, and it’s likely they will appear in Europe as well. Hungarian media should pay attention to these trends to avoid falling behind. Especially given the growing consumption of content through mobile apps and social networks, where algorithms already play a key role.
At the same time, there is a rising need for transparency: users must understand where human work ends and algorithmic action begins. The principle of “AI transparency” is becoming increasingly important in international media policy.

Conclusion

AI is transforming the media landscape faster than we can comprehend. Virtual anchors, deepfake reports, news automation, and personalized content — these are no longer science fiction, but a present reality already shaping Hungary’s media environment. Journalists, editors, and policymakers face a crucial task: to find a balance between technological advancement and responsible AI usage. In this new era, it is more important than ever to preserve trust, critical thinking, and the value of real, verified information.