Channel 4 sets out AI principles
May 1, 2025
By Colin Mann
UK commercial PSB Channel 4 has published its principles as how it sees, and plans to use Artificial Intelligence (AI) in its future activities.
Outlining its mission statement regarding AI usage, the broadcaster said: “At Channel 4, we believe AI is here to support human creativity, not replace it. So we’re not handing the keys to the machines. We want to use AI in ways that serve our people, our work and the purpose that drives us. We want to use AI to remove inefficiencies, free up time, and protect the space where real creative thinking happens. We want to use AI to reduce friction and speed up the tasks we all find mundane, because we see it as a tool to support our greatest assets – our people and our creativity. Channel 4 has always led from the front, innovating with purpose; in times of great change, we won’t lose who we are and what makes us Altogether Different.”
Posting via her LinkedIn amount, outgoing Channel 4 CEO, Alex Mahon, shared a few headlines pertaining to the principles:
– AI should serve people, not replace them. Human creativity is non-negotiable.
– We’re using AI to empower our teams — not just automate, but elevate.
– We won’t use AI to mislead, discriminate, or erode trust. That’s critical — especially for Gen Z, who demand transparency and integrity.
– We also want to see the introduction of a trustmark — a clear signal of factual, trusted accuracy for content from professionally produced, regulated media.
– Channel 4 News is already piloting this idea, helping audiences distinguish what’s real from what’s synthetic.
– We urgently need regulation to protect UK creatives. LLMs can’t be allowed to strip value from world-class British content.
“AI is a huge opportunity — but only if we build it with integrity. These principles are just our start,” Mahon stated.
Channel 4 advised that its guidance “will be revised and adapted as [its] knowledge and experience develops”.
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