AI, youth & news

BACKGROUND

AI is becoming an increasingly important part of how we search for, access, and interpret information. But how do young people make sense of this shift? As early adopters of new technology, their behaviors and expectations often shape what comes next. The AI, youth & news project was launched to explore how young people in Sweden relate to AI, particularly in the context of news and information. Through a mix of research methods, the project aimed to generate insights that can help strengthen journalism’s relevance, credibility, and connection with the younger generations.

WHAT WE DID

We combined a variety of research methods to understand how young people relate to AI, especially when it comes to seeking information and engaging with news. These are the methods we used: 

• Desk research: We conducted an extensive literature review of national and international studies to understand young people’s behaviors, attitudes, and expectations around AI. Most of the research focused on people aged 15-25, with some broader studies (13-35) included when relevant. This research was shared internally, and also set the foundation for our survey.

  
  

• Survey in collaboration with Demoskop: We developed and distributed a national survey in Sweden with a representative sample of 527 respondents aged 15-25, gathering quantitative insights into how young people use AI, how much they trust it, and what they expect from its role in journalism.
  

• In-depth interviews: To complement the survey and desk research with depth and nuance, we conducted interviews with 10 young people (ages 17-25) living in Stockholm. The conversations explored, for example, how they think and feel about AI in everyday life, what role it currently plays, and what expectations they have for its future role in journalism

PROJECT OUTCOME

Survey result Below, you can find three insights from the survey report:

Question: Have you used AI to search for information in any of the following areas? Multiple answers possible. 

A clear majority of young people (76 percent) report having used AI to search for information related to schoolwork. Almost half (41 percent) have used it for entertainment purposes, followed by 37 percent for career and health information. Additionally, 19 percent state that they have used AI to search for news and current events.

Question: What do you think is most important for the news media to consider when using AI? Choose up to 3 options

When young people are asked what they consider most important in the media’s use of AI, they highlight transparency and responsibility as the most significant factors. 69 percent think it should be clear what is AI-generated, and 68 percent believe the technology should be used in a safe and responsible way. 48 percent, reports that it is important that news created by AI can be trusted. 

Question: How much do you trust the following sources about what is happening in Swedish politics?

The graph shows us that young people have the greatest trust in traditional news sources when it comes to information about Swedish politics. Public service and news websites (such as Aftonbladet and Svenska Dagbladet) top the list, followed by friends and family. Social media and AI chatbots receive significantly lower levels of trust, only one in five trusts an AI chatbot as a source

Interview insights

Here are some selected insights from the in-depth interviews:

1. AI is not (yet) a primary source for news Participants in the interview study primarily get their news from social media (e.g., TikTok and Instagram), with some supplementing it through traditional news apps. Using AI to find news is uncommon, though a few use it to better understand specific news events.

2. 50/50 trust in AI vs. human impartiality in news

   Responses are mixed when it comes to trusting a human journalist versus an AI to provide impartial news. Some prefer AI due to its perceived emotional neutrality and lack of bias. Others favor human journalists, acknowledging potential biases but valuing their ability to reason and grasp nuance and context. One participant specifically trusts humans more to detect propaganda, which AI might misinterpret as truth.

3. High willingness to pay for AI tools All participants currently use free versions of AI tools, but many are open to paying especially if the free version becomes limited or if paid options offer significant benefits, such as advanced features for studying or work. The perceived “reasonable price” ranges from 30 to 300 SEK, with an average around 100 SEK per month. Some compare it to their subscriptions for music or movie streaming services.

4. Over-reliance and skill erosion two challenges for the future

   A key concern for the future is that people may become overly dependent on AI, potentially leading to a decline in essential skills such as independent thinking, critical analysis, and problem-solving. Additionally, if AI replaces human interaction, there may be a loss of social skills.

TEAM

Molly Grönlund Müller, Community Researcher, IN/LAB

Belenn Rebecka Bekele, Program Manager, IN/LAB

Louise Barkenäs, Interim Head of Lab, IN/LAB

STEERING GROUP

Martin Schori, Director of Editorial AI & Innovation, Aftonbladet

Fredric Karén, EVP, Schibsted Sweden

Markus Gustafsson, Editor in Chief/CEO, Omni

Inanna Lallerstedt, Head of Product, Svenska Dagbladet

LINKS

Read the full project report, here

Read only the survey results (in Swedish), here

Read only the interview insights, here