Integration of Artificial Intelligence (AI) in Agricultural Journalism: The Case of Agrogaremo TV Facebook Reels

Abstract

In the digital era, media organizations are undergoing profound technological transformation, with artificial intelligence (AI) emerging as one of the most influential drivers of change in journalism. Automation, algorithmic content production, and generative systems are no longer experimental tools but increasingly integrated components of newsroom workflows. As research indicates (Lewis & Westlund, 2015; Pavlik, 2023), AI does not merely optimize production processes; it reshapes journalistic formats, storytelling practices, and audience engagement models.
The integration of AI becomes particularly significant in niche and specialized fields of journalism, where subject-matter expertise, visual demonstration, and educational clarity are essential. Agricultural journalism represents one such domain. Unlike general news reporting, agri-journalism serves a targeted audience—farmers, agricultural professionals, rural communities, and students—who
require precise, practical, and visually accessible information. The quality and accessibility of agricultural information directly influence awareness, adoption of innovations, environmental practices, and rural economic resilience.

In countries where agricultural sectors continue to face infrastructural limitations and technological gaps, the role of media as a knowledge intermediary becomes even more critical. In Georgia, where agriculture remains a strategic economic sector, media coverage of farming practices, livestock management, and sustainable production plays a significant role in shaping public understanding and professional behavior (Kuprashvili & Chalaganidze, 2018). However, limited newsroom resources and technical constraints often hinder the production of visually rich and educational agricultural content.
In this context, AI-assisted content production represents not merely technological innovation but a structural opportunity for expanding access to knowledge. Generative AI tools enable the rapid creation of audiovisual material, automated subtitles, synthesized voiceovers, and realistic visual simulations. These affordances are particularly relevant in agricultural journalism, where field filming may be logistically challenging, seasonal, or resource-intensive.
The case of Agrogaremo TV offers a pioneering example within the Georgian media landscape. The platform is among the first in the
country to systematically integrate generative AI tools in the production of educational agricultural content, including video lessons,
recommendations, and short-form audiovisual materials distributed through Facebook Reels. Between September 10 and November 10, 2025, the channel produced 45 short-form videos fully or partially generated using AI technologies. This period marks the beginning of consistent AI-assisted content production in the platform’s workflow.
This study aims to examine how AI integration transforms agricultural journalism practices through the case of Agrogaremo TV’s Facebook Reels. Specifically, it analyzes the thematic structure, narrative design, visual composition, and audience engagement patterns of AIgenerated content. In addition, the study addresses ethical considerations related to transparency, authenticity perception, and audience trust.
By exploring both content characteristics and user responses, the research contributes to broader discussions about automation in
journalism, digital trust formation, and the evolving relationship between technological systems and professional media practice. The Georgian case offers valuable insight into how small, specialized media teams can leverage AI to scale educational production while navigating ethical and professional boundaries.