UK media regulator Ofcom has published guidelines for broadcasters on the use of video, image, text, or voice that has been generated in whole or in part by artificial intelligence algorithms.
According to Ofcom, as the technology continues to grow and evolve at a rapid rate, it is likely to become more prevalent in broadcast content.
While the regulator said it recognises the benefits AI can bring to both broadcasters and audiences, its use also poses challenges to broadcasters and potential risks to audiences. It cites the use of deepfake software that can replace a person in an existing image or video with someone else’s likeness.
Ofcom warned that its licensees have a responsibility to comply with the Broadcasting Code in order to protect audiences from harm as well as maintain high levels of trust in broadcast news.
It has advised all licensees to “consider carefully” whether their compliance processes need to be adapted or developed to account for the potential risks involved in the use of AI algorithms to create broadcast content.
The organisation added that it welcomes continued engagement from companies developing generative AI models as well as those who are incorporating generative AI into their services and products.