Individuals and organisations who sign the Charter may earn an official Responsible AI badge — a visible symbol of leadership, trust, and responsible AI practice across the UK’s media and creative sectors.
Badge access is exclusive to AI in Media Institute members after signing the Charter.
Artificial Intelligence is reshaping how media is created, distributed, and consumed. It influences how we write, design, publish, produce, broadcast, edit, and communicate. These technologies offer extraordinary opportunity, but also risk without clear standards.
The Responsible AI Charter sets out shared principles for ethical, transparent, and accountable AI use across the UK’s creative and media industries. It is designed to strengthen trust, protect creative value, and support the safe and responsible adoption of emerging technologies.
The Charter is open to individuals and organisations across journalism, broadcasting, film, television, publishing, advertising, design, digital media, cultural institutions, and the wider creative economy.
AI should elevate human imagination and enhance the cultural and editorial value of creative work.
AI-generated or AI-assisted content should be disclosed clearly and appropriately to maintain audience trust.
AI systems should respect copyright, creator rights, and lawful data practices, ensuring ethical use of training data.
AI must be used in ways that strengthen truth, uphold journalistic standards, and minimise harm or misinformation.
AI tools and workflows must avoid bias, reflect diverse voices, and support fair and inclusive representation.
Clear responsibility should be held for how AI tools are deployed, monitored, and integrated into creative and editorial workflows.
Organisations should ensure safeguards are in place to protect people, communities, and cultural institutions when deploying AI technologies.
AI innovation should contribute positively to society, culture, and the creative economy, supporting long-term public value.
AI must support fair, proportionate, and evidence-based decision-making, with clear routes for scrutiny and redress.
The rapid rise of AI in creative and media workflows demands shared standards and a collective commitment to integrity. The Charter:
It is not a legal document or regulatory code; it is a public commitment to responsible, human-centred innovation.
Signing the Charter involves three steps:
Signatories may be publicly recognised as part of the UK’s commitment to responsible AI in media and creativity.
Note: Badges are only available to AI in Media Institute members who have signed the Charter. Visit the Membership page for details.