Ofcom has published its third annual update to its approach to AI for the year ahead.
Responding to the government’s call for regulators to demonstrate how AI-driven growth is being enabled across sectors, the update explains how the organisation is applying technology-neutral, outcomes-based regulatory principles to artificial intelligence.
The report, Ofcom’s strategic approach to AI, 2026/27: Enabling safe and secure AI adoption, features a case study covering AI use in the broadcast sector.
Engaging with traditional studios, AI-native production houses and others, Ofcom has undertaken a research project to understand how AI is being used in the media sector. Findings have clarified where AI is being used across content creation and GenAI value chains, and what is holding back further adoption, said Ofcom.
Additionally, the regulator has gained insights into the risks posed to audiences and broadcast services by synthetic media capabilities, which include misuse, a reduction in trust, and compliance and safeguarding challenges in live contexts.
Highlighting the potential benefits of the technology including increased efficiency, new creative workflows and monetisation opportunities, the findings also showed barriers such as copyright uncertainty, skills gaps, reputational risk and more were limiting adoption.
Ofcom is building a shared evidence base to enable the establishment of best practices, increase knowhow, facilitate innovation and potentially create standards.
