WEMF Responsible AI Audit

Description

Media companies are increasingly using artificial intelligence to optimise processes and offer new services. However, the public is still sceptical about the use of AI in journalism and does not generally trust the media to handle AI in a sufficiently responsible way. To strengthen trust in media brands amongst media users, the advertising market and other stakeholders, WEMF developed the Responsible AI Audit. This certification focuses on AI in the creation of articles, images and audio content. As part of the audit, media companies can have an annual review carried out to determine whether internal rules and guidelines, work processes, responsibilities and controls are sufficient to ensure responsible use of AI in journalism.

Benefits for the media market

• Strengthening trust and credibility amongst media users, advertising clients and other stakeholders through an external review of AI use
• Lower risk associated with the use of AI
• Insights into best practices and recommendations for improving the use of AI in your own company
• Clear positioning of the media company in relation to competitors
• Inclusion in the publicly available list of certified media companies
• Certificate valid for one year and use of the WEMF ‘Responsible AI’ label

Benefits for the advertising market

• Guidance and transparency regarding certified publishers via the publicly available list
• Reliable environment for advertising messages thanks to the trustworthy use of artificial intelligence in media companies