The rise of artificial intelligence (AI) tools has sparked numerous ethical dilemmas, particularly in the field of education. While AI has become increasingly common in the business sector, its use is also expanding into various aspects of private life.
The media, although still playing a dominant role in information dissemination, often contributes to stress and discomfort among audiences. This year, the PR agency Chapter 4 conducted its annual survey on communication trends in Serbia, with a focus on the topic of AI in information sharing.
AI in business: Uncharted territory?
Nearly 63% of business representatives in Serbia reported using AI tools in their work environments. This percentage could be even higher, as some individuals may use tools they don’t explicitly identify as AI (such as Google Translate). AI tools are already deeply integrated into business processes, enhancing efficiency, speed, and simplicity in tasks like research, gathering information, generating content (text, photos, and videos), data analysis, and education. However, only 11% of respondents stated that they make decisions based solely on AI-generated insights.
Despite the widespread use of AI across businesses, only 17% of companies have established rules, ethics codes, or training programs for AI usage. Interestingly, more than half of respondents expressed little concern about sharing sensitive information with AI tools, even though these tools learn from the data shared and pass that knowledge back to users.
Trust in AI: A double-edged sword
When it comes to daily life, over half of the respondents use AI tools frequently or occasionally for decisions like researching brands or products, shopping, planning meals, traveling, or making investment choices. Companies and brands are also leveraging AI for tasks like creating visual content, writing, and customer support. For 37% of respondents, this does not influence their trust in these companies or brands.
However, some respondents feel that businesses using AI tools are cutting costs at the expense of quality, which diminishes the value provided to customers and erodes trust.
Information, mental health and media consumption
Around 14% of business representatives say they rely on AI tools for daily information, but the majority still turn to social media (almost 90%), traditional media (65%), podcasts (42%), and forums (21%). Interestingly, podcasts have seen steady growth as a source of information. Some respondents also mentioned conversations with colleagues or informal Viber groups as important communication channels.
The media’s influence on mental health and overall well-being is significant. Many respondents noted that certain types of media content negatively impact their mood. Among these are news programs about local events, which affect two-thirds of respondents, as well as coverage of global events, tabloid content, and reality shows. On the other hand, content such as cultural programming, positive business news, innovations, and sports successes have a positive effect on the respondents’ mood and mental state. Nearly 55% of respondents cited cultural and positive news content as beneficial.
Conclusion
As technology continues to evolve, artificial intelligence is becoming an increasingly integral part of business, personal life, and information dissemination. AI tools enable higher efficiency, productivity, and innovation, and as their development progresses, their presence in everyday activities will only increase.
Chapter 4 has been conducting surveys on communication trends in Serbia for seven years. This year’s survey, which took place from January 15 to February 1, 2025, included 245 respondents from various business sectors.
