As the BBC integrates GenAI into its content creation process, the organization faces unique challenges around trust, transparency, and combating misinformation. In today’s fast-paced news landscape, ensuring that AI-driven content meets the highest ethical standards is critical to maintaining audience trust. This session will explore how the BBC is operationalizing GenAI to enhance content while addressing the complexities of AI governance in media.

• Developing transparent AI processes to maintain trust and combat misinformation.
• Implementing ethical guidelines for AI-driven content creation and editorial decision-making.
• Fostering experimentation while balancing accountability and trust in AI-generated outputs.