RTCG is the first public broadcaster in the Western Balkans to adopt a dedicated, publicly articulated AI framework. Here are seven key things to know about those principles and why they matter beyond Montenegro.
Author: Aleksandar Manasiev
As artificial intelligence becomes increasingly present in news production worldwide, public service media face a delicate challenge: how to benefit from new technologies without compromising trust, editorial independence, and journalistic ethics.
In October–November 2025, NarativAI conducted a regional assessment of transparency and AI readiness among seven Western Balkan public broadcasters. At the time of research, the analysis was based strictly on publicly available documents. During that same period, however, Radio Television of Montenegro (RTCG) was internally working on a major step forward and in early December 2025, it formally adopted a comprehensive set of ethical principles and rules governing the use of artificial intelligence.
This makes RTCG the first public broadcaster in the Western Balkans to adopt a dedicated, publicly articulated AI framework. Here are seven key things to know about those principles and why they matter beyond Montenegro.
AI is a tool, not a journalist
RTCG’s principles make it explicit: AI can never replace journalistic judgment. It cannot generate news, analyses, or commentary, nor can it be treated as an information source. Responsibility always remains human, with journalists and editors.
Truth and accuracy come first
Any AI-assisted output must be verified by journalists. If AI suggestions conflict with human editorial judgment, the human decision prevails. This reinforces the idea that technology serves journalism, not the other way around.
Transparency toward the public is mandatory
Whenever AI meaningfully contributes to content the audience can see or hear, that use must be clearly disclosed. Hidden or undisclosed AI use in editorial content is explicitly prohibited.
Deepfakes and synthetic manipulation are banned
RTCG strictly prohibits the use of AI for creating deepfake audio or video, imitating real people’s voices, manipulating images, or generating misleading synthetic material, one of the strongest safeguards against misinformation in the region.
AI cannot make editorial decisions
Algorithms cannot decide what stories matter, which sources to use, or how content is prioritized. Editorial power remains fully human, protecting pluralism and independence.
Limited, supervised use is allowed
AI may assist with transcription, translation, research support, technical processing, and archival work, only under editorial oversight and with verification requirements clearly defined.
Accountability, training, and sanctions are built in
RTCG’s framework includes staff training, internal reporting mechanisms, risk assessment procedures, and disciplinary measures for misuse. Employees are encouraged to report ethical concerns without fear of retaliation.
Why this matters regionally
As I note in the NarativAI report, the goal of regional assessments is not to criticize public broadcasters, but to support their ethical modernization. RTCG’s AI principles show that institutional change is possible and that regional dialogue around AI governance can produce concrete results.
The fact that these principles were adopted during the same period our research was underway highlights something important: public media in the Balkans are beginning to move, learn, and adapt, sometimes faster than formal evaluations can capture.
RTCG’s step sets a new benchmark for public broadcasters in the region. NarativAI will continue to follow this development closely and keep the public informed as similar frameworks emerge elsewhere.
(This text was written and reviewed by the editor with support from artificial intelligence tools for language editing and stylistic refinement. More on how NarativAi uses AI — Link)