Tamara Vučenović on AI, Media Responsibility, and the Future of Journalism
Last week, Tallinn University hosted Serbian journalist, researcher, and Associate Professor Tamara Vučenović, who led a seminar on artificial intelligence, platform governance, and media responsibility in Europe. Her visit took place as part of the Erasmus+ mobility programme, supporting international academic exchange.
During her stay, Vučenović met with students and researchers, sharing insights from both her academic work and more than two decades of experience in media.
Understanding AI: From Curiosity to Responsibility
Although Vučenović has more than two decades of experience in media, her focus on artificial intelligence is relatively recent. She described how her interest in AI emerged through her long-running radio programme Digital Icons, where discussions with experts highlighted the growing importance of the topic.
Driven by curiosity and a sense of responsibility, she began to explore AI more deeply: “We are already using artificial intelligence, often without knowing what is behind it. I felt an obligation to learn more and to help my students and audiences understand what is actually going on.”
The Changing Role of Journalism in the Age of AI
Vučenović also highlighted the changing role of journalism in an AI-driven media landscape. While new technologies create opportunities, they also raise concerns about trust and misinformation. “Today, many people get their news from social media, and it has become easier than ever to create convincing false content. That’s why media and digital literacy are more important than ever.” At the same time, she stressed that professional journalism remains crucial, particularly in maintaining public trust.
From Case Studies to Critical Discussion
In her lectures, Vučenović combined theoretical perspectives with practical examples drawn from her media work. She traced the development of digital media from the early internet era to generative AI, drawing on examples from digital art, film, and platform-based media. Her approach also included references to leading figures in digital culture such as Lev Manovich, as well as insights from collaborations with professionals from studios like Framestore and WETA Digital.
Looking Ahead: Education, Ethics, and Collaboration
Looking to the future, Vučenović plans to further develop her work on AI from both societal and educational perspectives. She is currently involved in a multidisciplinary initiative in Serbia that brings together experts from law, academia, and media to consider national approaches to AI.
She also sees a growing need to shift the conversation: “We have focused a lot on regulation and ethics, but now we also need to look at psychological aspects and, especially, education. We need to prepare both young people and ourselves to live and work with AI.”
Her future work will continue to bridge research, media practice, and public engagement – ensuring that discussions around AI remain accessible, informed, and socially relevant.