The majority of Austria’s population has a negative attitude toward the use of artificial intelligence (AI) in news media. This is evidenced by the findings of the study “AI and Trust in the Media”, presented in Vienna by the Media Division of the Regulatory Authority for Broadcasting and Telecommunications (RTR Media).
According to the results of a survey of 1,539 Austrians aged 17 to 75:
- 72% of respondents are critical of the use of artificial intelligence;
- 85% believe that the use of AI must remain under constant human supervision;
- 83% demand clear labelling of content created with the help of artificial intelligence;
- 57% consider AI a threat to the media and democracy.
These are only some of the indicators from the study, which together with the “AI Monitor 2025” published in June 2025, continues the “Artificial Intelligence in the Media Industry” research series launched by RTR Media in 2024.
According to the study’s findings, there is a growing demand within Austrian society for greater transparency and clear labelling of content created with artificial intelligence.
The “Artificial Intelligence in the Media Industry” research series, commissioned by RTR Media, is being carried out by the research group of the St. Pölten University of Applied Sciences under the direction of professors Dr. Jan Krone and Dr. Michael Litschka, as well as by the Department of Information Technology at the University of Applied Sciences Burgenland, led by professor Dr. Michael Roiter.
It should be recalled that the issue of using AI in the media remains a key focus of the National Council of Ukraine on Television and Radio Broadcasting. Recently, an online webinar entitled “Artificial Intelligence in Media Work: Data Journalism, Editorial Policies, and Safety” was held. The regulator has also published the results of a large‑scale study on the use of artificial intelligence in Ukrainian media. As reported earlier, a new OSCE policy manual on safeguarding media freedom in the age of big tech platforms and AI was presented in Vienna.
Reference
The Media Division of the Regulatory Authority for Broadcasting and Telecommunications (RTR Media) is the largest organization in Austria that supports media companies (radio, television, print media, podcasts). RTR Media also functions as a service centre, a body for handling complaints, and for dispute resolution. As a centre of expertise, RTR Media disseminates its information through research findings, reports, and public events. The Regulatory Authority for Broadcasting and Telecommunications (RTR) is a state institution divided into two divisions: “Media” (headed by Wolfgang Struber) and “Telecommunications and Postal Services” (headed by Klaus M. Steinmaurer). Together, these two divisions serve as the administrative apparatus of the governing bodies: the Austrian Communications Authority (KommAustria), the Telecom-Control-Commission (TKK), and the Post-Control-Commission (PCK).
