Swiss Media Industry Agrees on Common AI Code
The Swiss media industry has introduced a joint AI code of conduct for the journalistic use of artificial intelligence. The industry-wide self-regulation was presented at the Swiss Media Forum.
Swiss Media Sector Adopts Shared AI Code of Conduct
The Swiss media industry has established a unified code of conduct outlining principles for the journalistic application of artificial intelligence (AI). The industry-wide self-regulation initiative was unveiled at the Swiss Media Forum, with key supporters including SRG SSR, Keystone-SDA, and the Association of Swiss Media Publishers, alongside various broadcasting and publisher associations.
The code defines common principles for the responsible deployment of AI within editorial workflows. Central to these principles are transparency, data protection, safeguarding democratic processes, and holding media organizations accountable for published content, irrespective of whether it was created by humans or AI.
"Trust is the media's most valuable asset," stated Andrea Masüger, President of the Association of Swiss Media Publishers. He emphasized that the code aims to preserve this trust amidst rapid technological advancements. Susanne Wille, Director General of SRG, highlighted the importance of transparent and traceable AI usage for maintaining media credibility.
The code also mandates clear labeling for AI-generated content and establishes a two-tiered oversight system. This system includes internal reporting bodies and an independent AI ombuds office, which will publish an annual transparency report.
Concurrently, the Swiss audit and research organization WEMF announced a new "Responsible AI" audit and quality label for media companies. This initiative will enable organizations to demonstrate their responsible AI practices to the public and the advertising market.