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.
.jpg)
Expanded Future Tech to showcase the very best in innovation, technology and talent
After a successful debut in 2025, Future Tech returns to Hall 14 of the RAI this year, with more features, more innovation and more of the technologies shaping the next era of media and entertainment.
.jpg)
EU approves Paramount's WBD acquisition with conditions
The European Commission has approved Paramount Skydance’s proposed $110bn acquisition of Warner Bros. Discovery.
Isabel Davis to become Director of BFI Filmmaking Funds
The British Film Institute (BFI) has named Isabel Davis as Director of its BFI National Lottery Filmmaking Funds.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
Poppy Dixon appointed BBC Head of Documentaries
The BBC has appointed former Sky executive Poppy Dixon as its Head of Documentaries.
