Google Hungary country manager Pál Bíró
At AI Summit Budapest, the largest artificial intelligence conference of the year, during the panel discussion titled “Invisible readers, visible impact – How does artificial intelligence influence media consumption?”, Pál Bíró, country manager of Google Hungary, described himself as a “radical optimist” regarding the future of artificial intelligence (AI).
Speaking to Hungary Today, Pál Bíró stated that he views AI not as a threat, but as an opportunity: a tool that makes professions more creative and efficient. The expert also emphasized Google’s products and platforms are designed to offer neutral responses that do not favor any political ideology, viewpoint or candidate. Complete ban on political advertising will come into force in the European Union in September.
L-R: CEO of Indamedia Network Gábor Ziegler, Google Hungary country manager Pál Bíró. Photo: Hungary Today
The most important thing in this matter is that political ads will not appear on Google from September onward. In addition, we are constantly trying to ensure that experience, expertise, credibility, and reliability are the main criteria in the ranking of search results,”
Bíró underlined.
Fact
Google will stop political advertising in the European Union from September 2025, with enforcement fully applying starting with September 22, when any ad classified as political will be automatically blocked. The decision is directly tied to the EU’s Transparency and Targeting of Political Advertising (TTPA) regulation, which takes effect in October 2025.
During the interview, the discussion turned to the extent to which artificial intelligence could replace the work of journalists. Bíró believes that the emphasis is not on replacement, but on supplementation.
I firmly believe that AI will not replace journalists, but rather assist them. It will be able to function as a personal assistant, enabling editors and journalists to work more efficiently and creatively on articles. In my view, AI creates added value and does not negatively affect quality journalism,”
he noted.
AI Summit Budapest, 2025. Photo: Hungary Today
The discussion also touched on when artificial intelligence will be able to determine with complete certainty whether a news story is true or false. According to Bíró, this is one of the biggest challenges of the future, but Google is already mobilizing enormous resources to ensure safety.
“One of the areas we focus on most is trust and safety. Every year, we ban billions of ads that never even reach consumers. Our systems filter out misuse before it appears, whether it is organic results or paid ads. This kind of effort will only become more serious in the future,” he emphasized.
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