Pristina, January 30, 2026 – Hibrid.info has organized a roundtable discussion today on the topic "The role of artificial intelligence in the field of information integrity”. Representatives of public institutions, media, academia and civil society discussed the growing impact of artificial intelligence (AI)-generated content on the public information ecosystem in Kosovo, the challenges for the media and existing regulatory gaps.
The discussion held at "Europe House" addressed the issue of the blurring of the line between verified and synthetic content, the increase in disinformation, and the impact of these developments on public trust in the media.
The panelists assessed that the problem does not lie in the technology itself, but in the lack of regulation and responsibility in its use.
The panelists discussed the roles and responsibilities of different actors in this situation, underlining that, in the absence of legal regulation, the main burden falls on the editorial offices themselves, self-regulatory bodies, educational institutions and civil society organizations. The need for coordinated action and for the construction of professional standards that can precede formal regulation was emphasized.
Ardita Zejnullahu from the Association of Independent Electronic Media of Kosovo (AMPEK) said that the current legal framework for media is outdated and does not respond to technological developments. She assessed that Kosovo is lagging behind in regulating AI and that mobilization of stakeholders in the field is needed to build a legal and self-regulatory approach.
The need for greater inter-institutional cooperation and for establishing standards that protect the public interest was also highlighted by Niman Racaj from the Independent Media Commission (IMC). He assessed that AI requires a new and comprehensive approach.
The human role in journalism must be preserved, said Xhemajl Rexha from the Association of Kosovo Journalists (AGK), who highlighted journalists' concerns regarding the use of AI. He also emphasized the responsible use and labeling of content where this intelligence is used.
Muhamet Hajrullahu from Telegrafi and the Kosovo Press Council (KPSK) said that actors who spread disinformation with AI are often ahead of traditional media. He underlined the media's responsibility to the public and the need to advance professional standards.
Alban Zeneli from the Department of Journalism at the University of Pristina (UP) considered updating media curricula and education to be of great importance. He assessed that AI should be included in existing regulatory frameworks with clear ethical principles and transparency.
Mërgim Hoti from the Faculty of Electrical and Computer Engineering at UP emphasized that AI is not a danger in itself, but a technology that accelerates existing processes.
Pajtim Gashi from the National Democratic Institute (NDI) also said that the construction of regulations should be based on European standards and the inclusion of relevant stakeholders.
Meanwhile, Hyrije Mehmeti from Hibrid.info presented findings from the latest published report "Chatbot's version of the truth", focusing on topics related to Kosovo and the region. She highlighted the risk of treating AI as a primary source of information.
Several key recommendations emerged from the discussion, including encouraging voluntary labeling of AI-generated content in the media, updating editorial and ethical codes, training for journalists and editors, and building a national model of self-regulation for AI in the media and inter-institutional cooperation. The importance of Kosovo’s gradual harmonization with European standards in this area was also emphasized.
Hibrid.info sees this roundtable as a launch – not yet formalized – to think together about a self-regulatory and collaborative approach. A process where different actors can contribute to building ethical standards, guidance documents, transparency models and professional practices for the use of AI in the media.
In conclusion, AI is not a threat to the media. The lack of regulation, transparency, and coordination is the real risk.