Responsible AI in Media Production
Authors: Ruszev, S., Davis, T., Stockton-Brown, M., Gee, M., Yang, X., Rogers, L.
Publication Date: 01/01/2026
Pages: 114-132
DOI: 10.4324/9781003613794-10
Abstract:This chapter examines the implications of generative artificial intelligence (genAI) for media production, situating debates within broader frameworks of responsible AI. Drawing on findings from the AHRC- and BRAID-funded project Shared-Posthuman Imagination, it explores how genAI reshapes creativity, collaboration, and bias across scriptwriting, image creation, editing, and music. Based on eight days of workshops with over 200 participants – spanning academia, industry, and policy – the study highlights both opportunities and risks of AI adoption for a sector reliant on freelance and precarious labour. Through systems-mapping, expert consultation, and participant reflection, the research identifies urgent challenges of authorship and ownership, diversity and accessibility, and AI literacy. Building on Virginia Dignum’s principles of accountability and transparency and Shannon Vallor’s technomoral virtues, the chapter proposes seven guiding principles for responsible AI in media and discusses further mitigation strategies to substantiate what constitutes responsible AI and media production.
Source: Scopus