As artificial intelligence (AI) continues to reshape industries worldwide, its impact on the media sector has become an increasingly pressing topic. The comprehensive analysis “Artificial Intelligence in the Media of North Macedonia: Toward Common Standards for Regulation and Self-Regulation” prepared in Macedonian and English, constitutes a reference knowledge resource in understanding AI’s role within North Macedonia’s media landscape.
This analysis provides valuable insights into how AI is reshaping media practices and what steps are necessary to ensure ethical standards and human rights protections are maintained. The analysis outlines the steps necessary to uphold ethical standards and protect human rights in this evolving landscape. The analysis assesses the current state of AI in North Macedonia’s media sector, benchmarks it against European standards, and provides actionable recommendations for future regulatory and self-regulatory measures. The analysis prepared with the support of the EU and Council of Europe joint action “Protecting Freedom of Expression and of the Media in North Macedonia (PRO-FREX)” in close collaboration with the Agency for Audio and Audiovisual Media Services (AVMU) was presented during the Media Literacy Days 2025 organised in Skopje.
The presentation underscored the importance of the European Union’s and Council of Europe’s guidance on AI, including the Framework Convention on Artificial Intelligence and Human Rights, Democracy, and the Rule of Law, as well as the Guidelines on the Responsible Implementation of Artificial Intelligence Systems in Journalism. These frameworks provide essential guidance for regulating AI in the media while ensuring adherence to human rights and democratic principles.
In partnership with AVMU, this analysis aims to steer future policymaking and help shape the development of AI regulations that align with European standards. As North Macedonia’s national media regulator, AVMU plays a pivotal role in ensuring the media landscape remains free, fair, and accountable amid rapid technological advancements.
During the discussions, participants tackled this analysis as a timely reminder of the need for informed, proactive policymaking to address the challenges and opportunities AI presents to the media sector. The insights shared during the event reaffirm the importance of safeguarding media pluralism, journalistic integrity, and public trust in an increasingly digital and automated world.
This analysis was prepared in the framework of the Council of Europe and EU joint programme “Horizontal Facility for the Western Balkans and Türkiye” and its action on “Protecting Freedom of Expression and of the Media in North Macedonia (PRO-FREX)”, implemented by the Council of Europe Division for Cooperation on Freedom of Expression.
