News broke yesterday that television station Happy TV has introduced news presenters generated by artificial intelligence.
According to the Journalists’ Association of Serbia (UNS), this is the first case in Serbia in which news on a national television channel is being read by an AI anchor rather than a real person. The virtual presenters have Serbian names and surnames — Bojana Filipović and Marko Popović. However, viewers were not officially informed before the broadcast that the presenters were AI-generated characters.
In a statement to UNS, representatives of Happy TV emphasized that the AI presenters are not intended to replace journalists, editors, or other media professionals. According to them, their role is to modernize the presentation of content and improve the efficiency of production processes.
“Behind every published piece of information there are still journalists, editors, and professional teams who prepare, verify, and edit the content in accordance with professional and ethical standards,” the broadcaster stated.
TV Hepi je uvela voditelje generisane veštačkom inteligencijom. Zovu se Bojana Filipović i Marko Popović. Ne znam ko im je kum.#izglave30 pic.twitter.com/D87wyrTwq1
— Miroslav Miletić (@izglave) June 20, 2026
The station’s management added that they view technological solutions as tools capable of enhancing the viewer experience and creating opportunities for new and innovative forms of communication with audiences.
“We believe that the future of the media lies in cooperation between people and technology. That is why we are introducing innovations thoughtfully, transparently, and responsibly, with the clear goal of improving the quality of public information,” Happy TV said.
The emergence of AI presenters has become a subject of intense debate around the world in recent years. Media organizations are increasingly experimenting with artificial intelligence in content production, but experts warn that such developments raise important questions regarding transparency, audience trust, and the future role of journalists in news programming.
For that reason, the use of AI presenters in the media remains one of the most controversial topics in modern journalism, as the line between technological innovation and human labor continues to shift.
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Source: Serbian Times Foto: Printscreen UNS