Artificial intelligence is rapidly transforming the way media companies operate. From automating article summaries to enhancing editorial efficiencies, the use of AI has helped media companies save time and streamline operations. While AI offers substantial benefits, recent studies have revealed a trust gap between media companies and their audiences around AI use:

• 85% of news consumers expect clear disclosure when AI is involved in news production
• 82% of Americans care about the ethics of AI
• 32% of survey participants stated AI-generated content often lacks proper citations

Since trust is the cornerstone of media, AI implementation introduces new challenges. Missteps can result in loss of reader trust, damage to brand reputation and potential legal and regulatory challenges.

As AAM developed its new Ethical AI Certification program, we researched how media companies are implementing AI and studied industry-recommended best practices for increasing transparency and disclosing AI use. This research resulted in the development of several guidelines for media companies to increase transparency and maintain reader trust when integrating AI solutions into their operations.

1. Clear and consistent AI labeling

AI-generated or assisted content should be visibly labeled and disclosed. Labels should be placed prominently with an article or video rather than buried in fine print.

Here are two examples of how media companies are disclosing AI use:

• The Associated Press created standards around generative AI. While the tools may change, the core values remain – journalists are accountable for the accuracy and fairness of the information they share.
• USA Today adds disclosures to indicate when AI is used to write its “Key Points” at the top of selected articles. It also discloses that a journalist reviewed the AI-generated content before publication and includes a link its ethical conduct policy.

2. Create and publicize AI policies to build trust

Media companies should publish a clear AI policy outlining:

• How and when AI is used
• The company’s privacy policy when involving AI use
• Editorial guidelines for AI-generated content
• How the company will handle ethical issues including bias mitigation and misinformation prevention

Policies should be easily accessible on company websites and updated regularly. Media companies also should ensure that they have licensing agreements in place to use the information and data provided by their AI solutions in published content.

3. Human oversight and accountability

Human oversight of AI-generated content is also essential to include when implementing AI, especially in editorial. Assign clear roles and responsibilities for AI oversight within newsrooms and establish an internal AI ethics committee to assess AI applications, guide policy development and ensure ongoing compliance with ethical standards.

4. Ongoing education

Since AI best practices and regulations are constantly evolving, it’s important for media companies to provide ongoing training for staff on AI technology, ethics and best practices. Hosting regular training workshops and updating employees on policy changes helps companies stay ahead of evolving AI trends while ensuring responsible and ethical AI usage.

5. Regular audits and risk assessments

Media companies should conduct regular assessments to manage AI risks including assessing the accuracy of AI-generated content, the effectiveness of company transparency measures and potential challenges including bias and inaccuracy in AI-generated content.

Independent oversight and third-party audits can help identify risk areas and offer suggestions for improvement to improve transparency and efficiency.

As AI continues to evolve, transparency remains essential to preserving trust between media companies and audiences. By implementing these industry best practices and guidelines, media companies can take the lead in setting a higher industry standard, maintaining audience trust and ensuring ethical AI implementation within their operations.