by Adam Garbati, VP, Media Operations
Publishers are navigating a new reality: the more they innovate with AI in their media operations, the more they need to build transparency and accountability into how they’re using it.
I recently hosted a webinar exploring how organizations can implement AI while maintaining trust with audiences and advertisers. This follows the recent expansion of AAM’s Ethical AI Certification program to be available to all publishers as part of AAM membership.
Here are five key takeaways publishers should know:
1. As AI adoption rises, so does the trust gap
AI is now a core part of how media organizations operate. Newsrooms are using it to increase efficiency, curate content and reach audiences more efficiently. At the same time, external pressure is building as advertisers and audiences increasingly ask how AI is being used. Recent research shows:
- 98.8% of audiences want human involvement in newsroom AI use
- 78% of consumers say it’s vital that AI-generated content is labeled
- 94% of marketers want stronger safeguards around AI use
This signals a new phase where organizations must clearly demonstrate how they’re implementing AI to maintain audience and advertiser trust. It’s also important to have a framework in place as AI regulations increase.
2. Governance starts with clear policies and disclosure
A central theme of the webinar was the importance of establishing a strong governance foundation. AAM’s Eight Pillars of Ethical AI provides a framework for implementing AI responsibly. Our recommended starting point is for publishers to develop clear AI policies and a disclosure strategy. Stakeholders want clarity on when AI is used, what role it played in content development and whether a human reviewed the output.
American City Business Journals has a policy that covers AI use across its brands and discloses this on its website, increasing transparency and eliminating any confusion about how AI is implemented.
3. Human oversight and accountability remain essential
Human oversight continues to be a baseline expectation. Developing a “human-in-the-loop” approach ensures:
- AI-generated outputs are reviewed before publication
- Editorial judgment and quality standards are maintained
- Clear accountability exists for how AI tools are used
The Wall Street Journal outlines how it uses AI tools and states, “work that includes AI inputs is reviewed by a journalist before publishing.”
Organizations should also assign defined roles and responsibilities, reinforcing that when AI is used, humans are being held accountable for output.
4. Ethical AI requires a structured, ongoing approach
Implementing ethical AI is an ongoing process that requires a structured approach.
AAM’s Eight Pillars framework was developed by the industry for the industry to provide a comprehensive approach to AI implementation. In addition to policies and disclosures, this framework covers areas including:
- Bias and fairness
- Privacy and data protection safeguards
- Rights and permissions management
- Staff training and AI education
- Continuous risk management and oversight
It’s also important to adapt your policies and processes as AI tools change. USA Today Co. created an internal AI council that brings together cross-functional teams to monitor risk, guide adoption and innovation and respond to regulatory changes. This structured approach helps organizations scale AI responsibly while adapting to evolving technology and regulations.
5. Demonstrating responsible AI through a certification
In a crowded and rapidly evolving AI landscape, organizations need ways to demonstrate their commitment to being transparent and trustworthy.
AAM’s Ethical AI Certification provides a path forward. This certification is based on AAM’s framework and provides publishers with several benefits including:
- Independent verification that a publisher’s policies and processes align with AAM’s eight pillars
- A clear signal to advertisers, partners and audiences that your company is taking steps to implement AI responsibly and ethically
- Guidance and feedback on the implementation of ethical AI practices and suggestions for improvement
By aligning internal practices with industry-backed principles and validating them through third-party assurance, publishers can provide proof of their commitment to ethical AI while reinforcing transparency, mitigating risk and building confidence across the marketplace.
To learn more about AI implementation in media and AAM’s framework, download our latest report.
