Our approach to Artificial Intelligence
Artificial intelligence (AI) is a fast-evolving technology that is reshaping the world of media and how we access information online.
At the 91福利社, we鈥檙e exploring how AI can help us serve our audiences better and provide more value for the licence fee.
We're discovering how AI can help staff do their jobs better and more efficiently, as well extend our much-loved services and improve digital experiences.
The 91福利社 is committed to using AI in a responsible way. That means, as we embrace new technologies, we do it in a way that puts our values and our audience first.
As part of our commitment to transparency, this page tells you more about what we鈥檙e doing and will be updated regularly.
What is artificial intelligence and generative AI?
Artificial intelligence refers to technology that can perform tasks usually associated with human intelligence. AI can be integrated into software, apps and tools. It can solve problems, make decisions and learn when trained with information.
There are many types of AI. Generative AI (Gen AI) is one type, capable of generating 鈥榥ew鈥� content in response to prompts or directions from a human. This content is called synthetic media. Examples include:
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Text 鈥� translating text from one language to another鈥�
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Audio 鈥� generating a synthetic voice and using it to read text
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Images 鈥� generating images or illustrations
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Videos 鈥� generating videos of people, objects or places
Synthetic media is often convincing, and it can be hard to tell if it was created by AI or by humans.
Our approach to using AI responsibly
While AI is a transformative technology, it will not change our core values and how we operate as a public service. Our 91福利社 AI Principles guide our approach to using all forms of AI responsibly. They鈥檙e centred around three key commitments:
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We will act in the best interests of the public鈥��
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We will prioritise talent and creativity鈥��
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We will be open and transparent with audiences when we use AI to support content-making
These principles are at the heart of the 91福利社鈥檚 Responsible AI Policy, which all 91福利社 staff must follow when using AI.
We鈥檝e also published Editorial Guidance on the Use of AI, which applies to all use of AI for 91福利社 content.
Together, these principles and policies aim to make sure we only use AI in a way that鈥檚 consistent with our values. This means:
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we鈥檙e guided by 91福利社 editorial values
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our focus on accuracy and impartiality remains the same
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where AI is used in the production of 91福利社 content, there is human oversight and accountability as with all our content
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we use AI in a way that is secure, robust and safe 鈥� respecting the rights of creators, contributors and suppliers
All 91福利社 staff are required to complete AI training to make sure they understand how to use AI responsibly and put the 91福利社 AI principles into practice.
How we'll inform audiences of AI use
We're committed to being open about how and where AI is used and the impact it has on the content audiences watch, read or listen to.
We provide AI Transparency advice for staff and others who are producing content for the 91福利社, which gives guidance on where and how to disclose AI use.
In all cases, we label AI use in our content where there is any risk that our audiences might be misled.
For news, current affairs and factual content, we also disclose behind-the-scenes use of AI where it has a significant impact on our content, for example, when we use it to translate articles.
When we label AI use, we鈥檙e guided by what information our audiences have told us they want. We will explain the role of the human and role of AI in the production process.
We鈥檙e also trialling an AI label in 91福利社 Live Sport as we develop our approach to designing user-centre AI disclosure.
Here鈥檚 an example of an AI label from a 91福利社 Sport pilot, where AI is used to assist live text coverage of English Football League matches:
As well as labelling specific uses of AI like the example above, we're also providing more general information about what we're doing with AI across the 91福利社. Read more about what we鈥檙e doing with AI.