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NPO, RTL Nederland make AI pledge

Broadcasters pledge to adhere to ethical guidelines when using artificial intelligence

Dutch broadcasters NPO and RTL Nederland have joined forces with the Netherlands Institute for Sound and Vision to draw up up a declaration of intent for the responsible use of AI in media.

The organisations pledged to adhere to ethical guidelines when applying artificial intelligence.

The guidelines in the statement are based on a document from the European Commission: Ethical Guidelines for Reliable Artificial Intelligence, which includes four ethical principles: respect for human autonomy, prevention of damage, justice and accountability.

As part of the pledge, the broadcasters cited examples of ethical AI use. NPO said it is conducting research into using AI to encourage its viewers to watch more diverse programming.

Sven Sauvé, CEO RTL Nederland, said: “AI can completely transform our sector. It offers added value on many fronts, but it remains human work. That is why we think carefully about which ethical considerations are necessary. We are happy to take on that responsibility, always with the interests of the consumer as our starting point. That is why we endorse the declaration of intent and invite other parties to join.”