How should public service media adopt and integrate Generative AI into its work streams? How are public service broadcasters carefully assessing and scrutinising the risks and fears which are raised about Generative AI? 

This page is a live resource, with the latest policies, guidelines, strategies and approaches being adopted by public service media – both PMA members and non-members – globally, as well as the latest academic research into AI and public media.

As Generative AI becomes more prevalent and more integrated into media organisations, public service media carry a special responsibility to be transparent and responsible over how they manage the use of it. As multilateral efforts are underway to regulate AI, public broadcasters are already recognising its potential to improve their own processes and output. But PSM are also tempering such opportunism with caution about the potential ramifications of AI and how it might impact their own journalism and public trust in their journalism, as well as the information sphere more broadly.

As outlined below, many of the same concerns and hopes have been made by multiple broadcasters. Yet each organisation might demonstrate a different priority, or a different approach. Swedish Radio has established an AI Council, for example. Yle said it will only use Gen AI technology developed in Finland.

Read more: How public media is adopting AI

There is a shared feeling, however, amongst all broadcasters, that Gen AI can be a force for good, if harnessed correctly, in accordance with the public service values which PSM exhibit. Such strategy documents are therefore imperative to ensure public media workers are employing Gen AI only when such values can be bolstered, not undermined.

Click on the tabs below to find out how each public broadcaster is reacting to Gen AI. 


On 5 October 2023, the BBC unveiled guidelines for how it will approach the use of Generative AI. Headed by Rhodri Talfan Davies, the BBC’s Director of Nations, the broadcaster will look to use the technology in a way that will “benefit all audiences and help us deliver our public mission” while also helping BBC teams to work more “effectively and efficiently”.

But Mr. Davies also outlined his concern over the “new and significant risks” posed by Gen AI “if not harnessed properly.” To ensure the right balance, the BBC has adopted three guiding principles:

    1. “Always act in the best interests of the public”
    2. “Always prioritise talent and creativity”
    3. “Be open and transparent”

The BBC announced it will start working on a number of projects using Gen AI, “in order to better understand both the opportunities and the risks”.

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PTS – Taiwan

In its AI usage guidelines sent to PTS staff, the public broadcaster outlined five basic principles which would dictate how it employs AI:

    1. Respect for human autonomy
    2. Avoid harm
    3. Fairness and common good
    4. Transparency and accountability
    5. Upholding public value

On top of these principles, the broadcaster also compiled a more specific usage guide, looking to pre-empt any potential mishaps or errors which could occur if AI was adopted without regulations. These more targeted points include:

    • One should not use AI to generate text or images for news reports and program content without full disclosure and following the reporting and consultation procedures
    • Program production and news reporting should ensure factual accuracy and avoid bias. Multiple sources of information should be adopted, and not solely rely on AI-generated messages.
    • Do not broadcast news reports and program content generated with the assistance of AI without review or confirmation.

Such a policy guide is imperative so all employees understand the boundaries through which AI can be used. The guidelines “serve as a benchmark for all personnel to employ AI techniques and tools, further facilitating the responsible and trustworthy development of AI in the field of communication.”

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Swedish Radio – Sweden

On 7 July, Swedish Radio published its policy for how it will use Generative AI, considering both the opportunities and risks presented by AI. The public broadcaster already uses AI in its recommender systems and news curation. It also uses AI tools to transcribe all audio to text.

But, as their News Commissioner, Olle Zachrison, outlined, Gen AI carries “significant risks – around journalism, law and security.” New and developing technologies capable of generating text, images, video, and audio “pose special challenges for serious media players … There are difficult balances to be made here in relation to our journalistic core values.” As such, Swedish Radio has established a company-wide AI council with three main tasks:

    1. Indicate which AI applications are of greatest strategic value
    2. Identify “journalistic, legal and security issues surrounding AI development and … propose guidelines where necessary”
    3. Initiate and participate in learning for all Swedish Radio staff

The broadcaster has published its policy document and the broadcaster has also promised to continue engaging in dialogue with other media entities.

Yle – Finland

On 26 October 2023, Yle published its principles of responsible artificial intelligence, which will provide all employees with guidance on how to deploy AI. At the heart of AI usage, is ensuring it is being deployed to allow Yle “to better fulfil its public service duty and values”.

The main principle is the idea that “people are always responsible for decisions concerning artificial intelligence and its outputs. Artificial intelligence solutions must not compromise Yle’s reliability.”

The broadcaster has also stated it will only use AI technologies in association with Finnish partners, companies and researchers. “As a responsible public service operator, we cannot use artificial intelligence developed elsewhere, as we can’t see what’s under the hood. We want to promote the idea that AI solutions would support the Finnish media, democracy and people’s understanding as effectively as possible,” said Merja Ylä-Anttila, the CEO of Yle.

Yle has stated that this document of principles is just the starting point, and more detailed guidelines will be compiled in the future.

ZDF – Germany

ZDF announced its own set of principles for use of Generative AI on 26 October. Nine principles in total have been outlined which will direct how Gen AI might be integrated across the organisation. But the foremost principle is that while Gen AI can support editorial teams, it cannot replace them.

Selected other principles outlined by ZDF:

    1. Commitment to transparency over how, when and where Gen AI is used
    2. Not using Gen AI as a source
    3. Content created with support of Gen AI is subject to principles of journalistic due diligence
    4. Gen AI tools will not be enriched with sensitive data, although some exceptions are possible, if reviewed by the editorial team

“In order to be able to use the opportunities of AI in everyday work, we have to be aware of the risks. That’s why we need the guardrails,” said ZDF’s Editor-in-Chief, Bettina Schausten.

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Academic Research: Public Media & Gen AI

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