AI, Ethics & Public Media – Spotlighting BBC


From the EBU Academy School of AI and EBU AI & Data Initiative, we invite you to the first of a series of free sessions to meet the professionals who are paving the way for an ethical use of AI in their organization.

AI tools offer great opportunities to help media professionals create innovative content for their audiences and tackle repetitive tasks more efficiently. But the use of AI comes with ethical challenges, especially for Public Media broadcasters whose main asset is the trust that their audiences have in them. For most public media professionals, it’s still unchartered territory.

A few EBU Members, though, have been trialling AI tools for some time in their organization. Doing so, they started designing guidelines and AI literacy actions so that they could empower their colleagues while making sure the use of AI remains responsible, transparent, and aligned with their public media values.

Each session will feature a different expert guest who will be interviewed by our host, Head of EBU Academy, Justin Kings. Following a short interview, we will open the virtual floor to your questions.

We are happy to welcome James Fletcher, Responsible AI Lead, BBC as our second guest on the series.

What you will learn

  • Insights into BBC’s AI-usage related principles & policy, incl. the new BBC Responsible AI Framework, the Editorial Guidance on the use of AI and BBC Ai Handbook – the more practically focused document for staff on the use of AI.
  • BBC evolving ethical AI framework and the dilemmas and challenges BBC professionals have faced,
  • An opportunity to discuss challenges and dilemmas with peers and experts in a safe and trusted environment.
  • Insights in how experts envision the future of AI

BBC Editorial Guidance on the Use of AI

Meet your faculty

James Fletcher

Responsible AI Team Lead

I lead the BBC’s Responsible AI team. Our role is to ensure that the BBC’s use of AI aligns with our values, priorities and legal and regulatory obligations. We co-ordinate overall governance of AI to ensure responsible internal development, procurement and use; provide tools and support to turn principles into practice with teams across the BBC; and work to build a culture across the whole organisation of using AI responsibly. Previously I worked in the BBC’s conversational AI team, after many years travelling the world as a radio reporter and producer with a passion for technology.