1、Principles for the Future of Responsible Media in the Era of AIW H I T E P A P E RJ A N U A R Y 2 0 2 4ContentsCover Image:Vertigo3d Gettyimages 2024 World Economic Forum.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,including photocopyi

2、ng and recording,or by any information storage and retrieval system.Disclaimer This document is published by the World Economic Forum as a contribution to a project,insight area or interaction.The findings,interpretations and conclusions expressed herein are a result of a collaborative process facil

3、itated and endorsed by the World Economic Forum but whose results do not necessarily represent the views of the World Economic Forum,nor the entirety of its Members,Partners or other stakeholders.Quotes from industry voicesIntroduction1 Principles for the future of responsible media in the era of AI

4、 Principle 1 Adopting principles for the creation of quality content and trustworthy informationPrinciple 2 Embracing openness to innovation and responsible adoption of generative AIPrinciple 3 Empowering consumers through enhanced transparencyPrinciple 4 Enhancing accountability by developing and a

5、dopting common standardsPrinciple 5 Fostering ethical leadership and upskilling the workforce2 Media information literacy 3 The way forwardResourcesContributorsEndnotes3566 6 67 789101112Principles for the Future of Responsible Media in the Era of AI2Quotes from industry voicesAlmar Latour,Chief Exe

6、cutive Officer of Dow Jones,publisher of The Wall Street Journal:“The contours of a new era are taking shape,and the need for trustworthy information has never been greater.As leaders in news,media,entertainment and sport,it is essential that we come together to ensure that high-quality content and

7、information continues to be a priority in the age of artificial intelligence.This is something that is core to the mission of Dow Jones and The Wall Street Journal:we equip people with reliable news,data and analytics to help them make decisions in an increasingly complex world.This set of principle

8、s highlights that protecting and enhancing the value of reliable news is at the top of the agenda for many key industry participants.”Jeanne Bourgault,President and Chief Executive Officer of Internews:“It is so vital that people are able to build media literacy skills,seek out high-quality informat

9、ion and protect themselves online.Media literacy education and the establishment of a rich media environment provide citizens with reliable sources of information so they can make informed decisions about their lives and the future of their respective countries,while emphasizing the importance of br

10、anching out.Unfortunately,education is ultimately meaningless if high-quality information is not widely broadcast on a rich diversity of TV,radio and digital channels.That is why media literacy must be combined with efforts to support quality,accurate information,so healthy information environments

11、can prosper.”Peter Grauer,Chairman of Bloomberg:“Bloomberg has long been an innovator in combining the magic of humans and technology to deliver better,faster information.Its core to our AI approach.Now,as the pace of change accelerates,we believe its vital for leaders across industries to come toge

12、ther on principles that preserve trust in media.”Roger Lynch,Chief Executive Officer of Cond Nast:“As a creative company,we at Cond Nast believe high-quality content is a force for good in the world and that by embracing new technologies,including AI,we can enhance this further.To achieve the benefi

13、ts that AI can bring,it is vital that the companies that develop AI systems pay for the content they use to train their models.We also know that the key to a positive content ecosystem is trust.This is why we have contributed to these AI principles and why we continue to work with partners around th

14、e world to ensure people can trust the authenticity and integrity of the content they receive.”Principles for the Future of Responsible Media in the Era of AI3Martin Weiss,Chief Executive Officer of Hubert Burda Media:“Purely AI-generated content and journalism are different things.Boundaries betwee

15、n reality and fiction are becoming increasingly blurred.As a response,readers and users will seek brands and companies they can really trust.We believe that humans being responsible for the truthfulness and quality of journalism will be the foundation for the consumers trust.We have committed oursel

16、ves to our ethical and legal responsibility to our readers and we will position ourselves as a no fake player in our markets for human-made,responsible and accountable journalism.”Marc Walder,Chief Executive Officer of Ringier:“The role of independent media has never been more relevant than now.Synt

17、hetic content will increase exponentially,representing both a challenge and opportunity for media organizations.In this context,transparency is key.”Stefan von Holtzbrinck,Chief Executive Officer of Holtzbrinck Publishing Group:“Its the journalistic brand and the journalists being the heart and soul

18、 of their brands who will make the essential difference.People trust first and foremost people.For our journalists,being visible,transparent,accountable,accessible and committed to the highest standards will more than ever be the key to success and distinguish quality journalism from just gobbling u

19、p information and forging it into synthetic content.Those who invest in the best journalists will succeed,machines will be there only as their support.”Karthik Rao,Chief Executive Officer of Nielsen:“Audience measurement plays a critical role in building trust and value within the media ecosystem,en

20、suring transparency and accountability for all participants in the marketplace.The use of AI has been and will remain vital in the measurement space,where reliability is paramount.The responsible development and adoption of AI should build on empirical data sources to both train foundation models an

21、d help deploy AI tools throughout the value chain in order to provide transparency and assurance to the operation and accuracy of AI.Parties utilizing AI data sources must also respect the underlying intellectual property rights of hard-working data creators and innovators in the development and dep

22、loyment of AI.”Jessica Sibley,Chief Executive Officer of TIME:“Trusted journalism is more essential than ever.Through spotlighting the individuals driving AI innovation and examining the impact it will have on how people live their lives,TIME is committed to serving as a trusted guide for our global

23、 audiences as we have done for the past century to better understand this emerging technology.As AI radically transforms our industry,it is the responsibility of media companies to uphold the standards of transparency and accuracy and provide global access to quality journalism.”Principles for the F

24、uture of Responsible Media in the Era of AI4IntroductionQuality content and trustworthy information play a pivotal role for societies and democracies.Individuals and citizens read,listen to,watch and experience content across formats,ranging from newspapers and books to advertising and social media.

25、This content informs,educates,fosters individual and collective narratives,contributes to the formation of values and influences behaviour and the ways in which people engage with others.It is crucial that trustworthy and reliable sources of content and information remain the bedrock of a robust,hea

26、lthy,diverse and financially sustainable media ecosystem.News is what provides information about the evolution of the world outside,about the most important facts and issues,and about any event that deserves attention.The foremost value of news is to empower the informed to take the best decisions a

27、bout their lives,their communities,their societies and their governments,ultimately driving positive change for the world.It is now more crucial than ever to raise awareness of the importance of press freedom and gather the industry together to fight disinformation.Over the past decade there has bee

28、n a 40%increase in global news coverage relating to press freedom and information trustworthiness.1Trust is low and further declining,driven by media fragmentation,polarization and concerns about disinformation.Across markets,overall trust in news is low and further declining,with only 40%of the pop

29、ulation trusting news most of the time in 2023,decreasing by 2%over the past year.2 Media fragmentation,coupled with an increase in the amount of content being created and distributed,has made it harder for consumers to know what is trustworthy on first sight.Polarization is on the rise in societies

30、 around the world,fuelled by economic anxiety resulting from the cost-of-living crisis,the spread of disinformation and an increase in income inequality,among other challenges,leading to a further decline in trust.3 Concerns about disinformation are growing,with more than half of the global populati

31、on worried about fake news.There has also been a decline in the number of people taking a strong interest in the news,as well as an increase in selective news avoidance.4 These trends,in addition to the economic challenges the industry is facing,present a troubling picture.In this context,younger ge

32、nerations have looser connections with traditional media brands,look for information across sources and particularly in the case of Gen Z fact-check regularly.5 People trust business more than they trust media,6 with brands playing a fundamental role in the media environment as they directly shape n

33、arratives and indirectly support quality content and trustworthy information through their marketing investments.Generative artificial intelligence(GenAI)has the potential to transform the industry,but its adoption requires careful evaluation of all risks and opportunities.The advent of the internet

34、 and the emergence of Web 2.07 have democratized content production,distribution and consumption for a variety of actors,including media outlets,entertainment companies,brands and advertising agencies,individuals and influencers,among others.The exponential development of GenAI has the potential to

35、further transform the industry,as it is estimated that 90%of information online will be synthetic by 2026.8 GenAI is substantially different from human intelligence in that it currently lacks knowledge of context,visual recognition and access to human senses.Recognizing patterns in large amounts of

36、training data,it essentially operates by“guessing”the next word.9 As such,it is currently subject to limits in terms of accuracy and biases,which leads to the risk of misinformation and disinformation being created and spreading at an unprecedented speed and scale.GenAI brings opportunities but also

37、 perils,and society as a whole needs to collectively ensure its responsible adoption.Principles for the Future of Responsible Media in the Era of AI5Principles for the future of responsible media in the era of AI1Participants in the media industry already adopt shared principles to ensure high-quali

38、ty content and trustworthy information.These principles must not change with the advent of generative AI(GenAI):Truth and accuracy:Reporting accurate and truthful information,including objectivity and lack of bias.Transparency:Requiring transparency in content creation,including disclosing sources,c

39、orrections and methods.Accountability:Expecting content creators to be accountable for their work and actions,ensuring ethical reporting.Widely adopted journalistic codes of conduct include additional principles adopted by media outlets,including(editorial)independence and impartiality/fairness,amon

40、g others.GenAI is exceeding human-level performance in more domains with every passing day.As a powerful and value-added tool,it represents an opportunity for the industry to strengthen quality content production and journalism,but it must be approached carefully,evaluating all risks and opportuniti

41、es.It has the potential to change the entire content production workflow,as well as content consumption.Improve efficiency:Reduce costs and increase efficiency through time savings in repetitive tasks for example,helping editors to adapt headlines,create summaries and make channel-dependent text adj

42、ustments,and automating digital advertising campaigns.Foster new business opportunities:Through innovation in consumer engagement and personalization,allowing for more granular content localization and customization,enabling the creation of tailored content offers and user experiences.The technology

43、 enables huge increases in scale and targeted reach,supporting quality content distribution.There is an opportunity to reimagine journalism in a new reality,with product and format innovation that can make quality content more appealing,interactive and engaging.Adopting principles for the creation o

44、f quality content and trustworthy informationEmbracing openness to innovation and responsible adoption of generative AIPrinciple 1Principle 2In the context of GenAI developments,quality assessment in content production in terms of source-checking and quality management becomes even more important.Co

45、nsumers will need to navigate a more complex information ecosystem,with GenAI content often being indistinguishable from non-synthetic content at first glance.Without being empowered to distinguish the sources,type and quality of content,Empowering consumers through enhanced transparency Principle 3

46、Principles for the Future of Responsible Media in the Era of AI6consumers will potentially be overwhelmed,leading to further erosion of trust.Participants in the media industry can raise awareness of the principles they adopt and should commit to transparency about the use of GenAI and content sourc

47、es.Audiences should be able to verify the authenticity of the content they consume easily and intuitively.Content-labelling solutions such as watermarking,or provenance authentication processes,should be adopted and implemented to empower consumers,aligning with existing open interoperable standards

48、.Such tools and processes should clearly communicate relevant information regarding the source of and process for content generation(for example,surfacing whether content is human-generated),while also acknowledging and respecting the intellectual property(IP)of content creators.This process should

49、be based on a common understanding of the shared principles and consider whether the use of GenAI tools adheres to them.Common standards for compliance with the principles,including approaches to information traceability,should be defined,implemented and monitored.Where applicable,existing open inte

50、roperable standards should be leveraged.Ethical leadership and organizational culture play a fundamental role in building a healthy and trustworthy ecosystem.Organizations need to empower and upskill the workforce,ensuring it has a sufficient understanding of GenAI technologies.They should adopt gui

51、delines related to its use;for example,by developing principles on how to adopt GenAI across different functions and businesses.Enhancing accountability by developing and adopting common standardsFostering ethical leadership and upskilling the workforce Principle 4Principle 5 Image credit:Tero Vesal

52、ainen GettyimagesPrinciples for the Future of Responsible Media in the Era of AI7Media information literacy2Advancing effective media information literacy is vital for building societies resilience to mis-and disinformation.Empowering people to critically evaluate information online is only becoming

53、 more important as advances in AI rapidly change how they access and consume information.There is a need for a whole-of-society approach to media information literacy in order to address the scale of change people are facing.Such an effort involves the media,social media and technology sectors,gover

54、nments and civil society,but it must also be broader,across all sectors of the global economy.This will ensure that citizens of all ages have access to resources and are able to develop the necessary skills to mindfully navigate and consume information.After all,the ability to discern quality source

55、s and prevent manipulation are foundational components of a healthy and safe online environment that incentivizes pro-social online behaviours.Image credit:Pekic GettyimagesPrinciples for the Future of Responsible Media in the Era of AI8The way forward3The media industry is keen to engage in constru

56、ctive multistakeholder dialogues and collaborations with those developing AI models and AI-enabled applications for content creation and distribution,encouraging them to embrace comparable principles and adopt standards in a transparent manner.The industry is willing to cooperate openly,sharing best

57、 practices and learnings to inform technological and policy-related developments,thus encouraging responsible adoption of the technology.Businesses themselves should embrace their position as a source of information for consumers and work together with the media to bolster trust levels.Multistakehol

58、der action is needed to advance information literacy,identifying the best approaches across domains and developing a framework for interventions across the whole of society.Engaging and working with younger generations is imperative to developing a future for the industry.Gen Z wants to solve the wo

59、rlds most pressing problems,including mis-and disinformation and a general lack of trust in the media.They are the future leaders in every institution so their buy-in and expertise is vital.Image credit:Halfpoint Images GettyimagesPrinciples for the Future of Responsible Media in the Era of AI9Resou

60、rces American Press Association Principles of Journalism American Press Institute The Elements of Journalism(print publication)Ethical Journalism Network Core Principles of Ethical Journalism International Federation of Journalists(IFJ)Global Charter of Ethics for Journalists National Institute of M

61、ass Communication&Journalism,Ahmedabad,India The Core Principles of Journalism Society of Professional Journalists Code of EthicsExisting principles(not exhaustive)Journalism principles:Principles related to the use of GenAI:Initiatives:Digital Content Next Principles for Development and Governance

62、of Generative AI Gordon Institute of Business Science Media Leadership Think Tank,University of Pretoria,Republic of South Africa Big Tech and Journalism:Principles for Fair Compensation Guardian The Guardians Approach to Generative AI Harvard Business Review Managing the Risks of Generative AI Inst

63、itute of Media and English,Birmingham City University,UK Generative AI Diversity Guidelines News/Media Alliance New Generative AI Principles Thomson Reuters Data and AI Ethics Principles Wired How WIRED Will Use Generative AI Tools Content Authenticity Initiative The Content Authenticity Initiative

64、Journalism Trust Initiative The Journalism Trust Initiative Poynter Ethics&Trust,Fact-Checking,Digital Media Literacy for All Reporters Without Borders Charter for AI in the Media ProjectPrinciples for the Future of Responsible Media in the Era of AI10ContributorsAcknowledgementsWorld Economic Forum

65、 Minos BantourakisHead of Media,Entertainment and Sport Industry,World Economic ForumCommunity Margot EdelmanGeneral Manager,Daniel J.EdelmanAnne Karoline FrizenHead of Corporate Development,BurdaAlexandra HardimanChief Product Officer,The New York TimesSasha HavlicekChief Executive Officer,Institut

66、e for Strategic DialogueLadina HeimgartnerHead,Global Media,Ringier;Chief Executive Officer,Ringier MediaEmma OBrianSenior Vice-President,Strategic Initiatives,and Chief of Staff to the Chief Executive Officer,Dow JonesAlice PiliaSenior Adviser,Global Head of Public Policy&Sustainability,Cond NastHo

67、lger StarkDeputy Editor-in-Chief,Die Zeit,Holtzbrinck Publishing GroupTina WilsonGroup General Manager,Analytics Portfolio,NielsenRex BriggsSubject Matter Expert,MMA GlobalJonathan HaidtProfessor of Ethical Leadership,Stern School of Business,New York UniversityShiro KambeSenior Executive Vice-Presi

68、dent,Corporate Executive Officer,Sony GroupOzge Bulut MarasliSenior Adviser to the Board,Strategy and Business Development,Doan irketler Grubu HoldingKelly McBrideSenior Vice-President and Chair of Craig Newmark Center for Ethics and Leadership,Poynter InstituteJeffrey McGregorChief Executive Office

69、r,TruepicAkash PugaliaGlobal President,Media,Entertainment,Gaming and Trust&Safety,TeleperformanceLewis SmithinghamSenior Vice-President of Innovation,Media.Monks,S4CapitalMorten SolbakkenGroup Executive Vice-President and Chief Operating Officer,Kudelski GroupScott SpiritChief Growth Officer,S4Capi

70、talNicolas ZylbersteinHead of Strategy&Investments for Americas&EMEA,BytedancePrinciples for the Future of Responsible Media in the Era of AI11Endnotes1.Dow Jones,“Factiva Insights on Press Freedom and Information Trustworthiness”,14 December 2023:https:/ Institute,Digital News Report 2023,2023:http

71、s:/reutersinstitute.politics.ox.ac.uk/sites/default/files/2023-06/Digital_News_Report_2023.pdf.3.Edelman,2023 Edelman Trust Barometer,2023:https:/ Institute,Digital News Report 2023,2023:https:/reutersinstitute.politics.ox.ac.uk/sites/default/files/2023-06/Digital_News_Report_2023.pdf.5.Edelman,The

72、Power of Gen Z,December 2021:https:/ Institute,Digital News Report 2023,2023:https:/reutersinstitute.politics.ox.ac.uk/sites/default/files/2023-06/Digital_News_Report_2023.pdf.7.Will Kenton,“What Is Web 2.0?Definition,Impact,and Examples”,Investopedia,30 July 2023:https:/ Fried and Scott Rosenberg,“

73、AI Could Choke on Its Own Exhaust as It Fills the Web”,AXIOS,28 August 2023:https:/ Economist,“Large,Creative AI Models Will Transform Lives and Labour Markets”,22 April 2023:https:/ for the Future of Responsible Media in the Era of AI12World Economic Forum9193 route de la CapiteCH-1223 Cologny/Gene

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