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.
Film and TV Charity launches 2026 Looking Glass Survey
Kicking off the start of Mental Health Awareness Week, the Film and TV Charity has launched the 2026 Looking Glass Survey to analyse staff wellbeing experiences in the industry.
Sky extends Formula 1 deal in UK, Ireland, and Italy
Sky and Formula 1 have struck a multi-year agreement for the exclusive rights to broadcast Formula 1 race weekends in the UK, Ireland, and Italy through the next decade.
Framestore promotes Theo Jones to Creative Director of AI
VFX giant Framestore has promoted Theo Jones to the newly created role, Creative Director of AI.
Bectu calls for government intervention in Paramount–WBD merger
Film and TV industry union Bectu has called for the government to intervene in the proposed merger between Paramount Global and WBD, warning that the deal risks increasing insecurity for creative workers and further concentrating media power in the UK.
Open letter urges UK government to back campaign against on-set injuries
Senior leaders from the film, TV, and theatre industries have come together to urge the UK government to support a campaign to prevent on-set injuries.
.jpg)
