Miami (July 17, 2025) - Mariano Blejman, founder of Media Party and CEO of SmartStory.ai from Argentina, presented the most concerning and optimistic scenarios that are emerging for journalism in the face of the rise of artificial intelligence. During his presentation at the SIPConnect 2025 conference, organized by the Inter American Press Association (IAPA), he urged efforts to uphold the value of truth from newsrooms.
He began by presenting the less optimistic scenarios. "Reality is coming to an end," he said, referring to the increasing tools for deep fakes, and emphasized that audiences must make greater efforts to distinguish what is true and what is not. A second scenario proposes that newsrooms will become autonomous. He explained that there is already a Japanese company manufacturing AI systems that function as newsrooms, making decisions and managing daily tasks.
"Trends come from Japan and then catch up with us," he added. A third scenario is set to become permanent: a better understanding of audiences for monetization and neuro-contextual ads will become the norm. He mentioned that investment in neuroscience will triple in the coming years.
"Audiences will become synthetic," Blejman added. He also noted that content will be infinite, as more automated content generation projects emerge. Thus, with a synthetic audience, synthetic content, synthetic influencers, and constant manipulation, "democracy will be synthetic," he warned.
But it's not all negative. In positive scenarios, Blejman believes that journalism will have superpowers, as the use of artificial intelligence to enhance journalistic work is expanding. Additionally, real communities will improve media revenues. "We will fight for cognitive independence. We want to think for ourselves," he affirmed.
He also mentioned the need for greater understanding of neuroscience in newsrooms. He anticipates more collaborative work, especially to uphold the value of truth. "Truth will be a big business in a context where truth will be as scarce as water," he compared. His advice: Invest in verification and authentication tools, automate all possible processes to enhance journalistic work without compromising quality, while forming strategic alliances and considering business models linked to journalistic quality and increased credibility.
The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.Bottom of Form