Manifesto

Artificial Intelligence is reshaping how we write, design, produce, broadcast, publish, advertise, compose, and tell stories. The AI in Media Institute exists to guide this transformation so it strengthens — rather than destabilises — the UK’s world-leading creative and media industries.

Our sectors include journalism, broadcasting, film, television, advertising, publishing, digital media, music, games, design, cultural institutions, and the broader creative economy — together contributing more than £115 billion to the UK each year.

We believe that creativity, media, and technology are interconnected forces. Our role is to ensure that AI enhances artistic expression, media integrity, economic opportunity, and public value.

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Our Vision

To position the United Kingdom as a global leader in the responsible, human-centred use of artificial intelligence across the creative and media industries.

We work toward a future where:

• AI strengthens human imagination
• Media remains trusted, inclusive, and culturally rich
• Technology and ethics advance together
• Creativity is accessible to all
• The UK sets global standards for innovation in media and creativity
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Our Mission

To educate, connect, and advocate for creators, media professionals, institutions, and communities as they adopt and shape the future of AI.

We will:

• Equip individuals and organisations with practical AI skills
• Support the integrity of journalism and media
• Champion fair and sustainable creative value
• Bridge creators and policymakers
• Strengthen the UK's global leadership in innovation
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Our Founding Principles

• Human creativity first
• Equity and inclusion
• Integrity and transparency
• Collaboration and openness
• Adaptability and foresight
• Impact and sustainability
• Public value and trust
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Our Strategic Priorities

Skills & Education

Build AI literacy across journalism, media, design, publishing, film, advertising, and the creative disciplines; deliver accessible training and accredited courses.

Creator & Media Integrity

Promote fair value for creative work, responsible AI adoption in newsrooms and studios, and clarity around authorship and rights.

Community, Workshops & Labs

Convene creators, journalists, technologists, and leaders through events, labs, and national collaboration.

Policy & Advocacy

Represent the sector in policy discussions; engage with government and regulators to shape fair governance.

Research & Insight

Commission and create research on the impact of AI in creative and media environments.

Ethical Practice & Standards

Promote transparent AI use across media and culture and support industry-wide standards that protect public trust.

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Call to Action

We invite creators, journalists, technologists, educators, policymakers, broadcasters, publishers, agencies, cultural institutions, and organisations across the UK to join us. Together, we can ensure AI serves imagination, information, and public value.