UK broadcaster Channel 4 has unveiled an AI Mission Statement that explains the principles that will govern its use of the technology.
The AI principles were announced by outgoing C4 CEO Alex Mahon in a LinkedIn post, who said: “AI is a huge opportunity — but only if we build it with integrity.”
Mahon picked out a number of points from the mission statement including the following:
- 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.
- We urgently need regulation to protect UK creatives. LLMs can’t be allowed to strip value from world-class British content.
Elsewhere in the mission statement, C4 said it was using Microsoft’s Copilot AI Assistant to help with everyday tasks like meeting minutes, document summaries and presentation support.
It is also testing the effectiveness of an AI tool from Prime Focus, its broadcast distribution partner, to auto-review footage and flag potential compliance issues across some acquired shows.
It is working with Adobe AI to help create and scale the number of marketing assets produced.
C4 also said it is trialling, transparently, the use of AI in its programming to disguise anonymous interviews and reconstruct events, as well as using it at the centre of new programme formats like The Honesty Box.
You are not signed in
Only registered users can comment on this article.
Ed Tischler appointed Managing Director of NEP UK
NEP Europe has appointed Ed Tischler as Managing Director of NEP UK.
James Harding to deliver Edinburgh TV Festival’s MacTaggart Lecture
James Harding, the Editor-in-Chief of The Observer and founder of Tortoise Media, is to deliver this year’s The James MacTaggart Memorial Lecture, the flagship address of the Edinburgh TV Festival.
 16x9.png)
Disney and ITV strike streaming agreement
The Walt Disney Company and ITV have unveiled a first-of-its-kind initiative to carry a selection of shows from each other’s UK streaming services in a bid to attract new audiences.
IBC2025 Conference to tackle M&E industry’s business-critical challenges
Running across three days, from 12-15 September, the IBC2025 Conference is set to welcome visionary speakers, industry leaders and innovators to tackle some of the biggest talking points across the media and entertainment industry.
UKTV Chief Creative Officer Richard Watsham to depart
Richard Watsham, Chief Creative Officer at UKTV and Global Director of Acquisitions for BBC Studios/UKTV, is stepping down from his roles in September after a 14-year tenure in the business.
.jpg)
