Channel 4 has released a mission statement outlining the principles guiding its use of artificial intelligence.
The broadcaster stated its belief that AI exists to support human creativity, rather than replace it, adding it wants to use the technology to remove inefficiencies and free up time, speeding up mundane tasks to “protect the space where real creative thinking happens.”
Channel 4 stated the four core beliefs that underpin its use of AI.
- Creativity Comes First – AI will only be used if it serves the idea, story or team.
- Championing Transparency – the channel will focus on trusted ethical software using licensed data and endeavour to share usage clearly and purposefully, avoiding jargon.
- Inclusive Storytelling – AI will not be used where it has discriminatory effects, with consideration given to real-world impacts.
- Everyday Integrity – Channel 4 will actively avoid using systems that could spread mis/disinformation.
The organisation explained how it is currently deploying AI, which includes: using Microsoft Copilot AI assistant to carry out clerical tasks; testing a Prime Focus tool to auto-review footage and flag potential compliance issues; automating booking processes for sales operations; developing a proprietary chatbot to answer employee queries; working with Adobe AI to help create and scale marketing assets; running transparent trials to use AI in disguising anonymous interviews and reconstructing events for programme formats such as The Honesty Box.
Building on its core beliefs, a detailed set of principles and guidelines have been produced under the supervision of the Channel 4 AI Steering Group which, the organisation said, will be regularly reviewed, evolved and upheld.
Additionally, Channel 4 confirmed it will not use any AI application which may contravene any law or regulation, the public order or good morals.
The full guidelines are available here.
