The role of transparency in AI-supported journalism: Understanding audiences’ perceptions of AI disclosures

Abstract

Although generative artificial intelligence (genAI) is increasingly integrated into journalistic news reporting, its adoption raises normative questions about news credibility, audience trust, and transparency. While transparency is widely invoked as an ethical safeguard, empirical evidence on audience perceptions of these practices remains limited, particularly in the context of AI-supported news. This qualitative study addresses this gap by examining how audiences notice, interpret, and evaluate disclosures of generative AI involvement in news production, and what these perceptions imply for task-specific and responsible transparency practices in journalism. Findings reveal concerns about the instrumentalization of transparency, AI ethics washing - where disclosures signal ethical compliance without ensuring meaningful journalistic oversight - and the shifting accountability from newsrooms to audiences. By foregrounding audience perspectives, this study advances credibility research by demonstrating that transparency in AI-supported journalism is a negotiated, task-sensitive norm and underscores the need for news organisations and scholars to engage audiences in shaping responsible AI use and in their guidelines.