BBS – Putting audiences at the heart of Generative AI

Media organizations, like the BBC, are exploring the use of Generative AI to better understand its potential benefits and challenges. This involves experimenting with new ways of working and content creation. To gain insights from audiences, the BBC, in collaboration with Ipsos, conducted research on public attitudes towards Gen AI in media. Key findings include that audiences perceive Gen AI as disruptive and potentially permanent, with concerns about its negative impact. Audience understanding is influenced by negative portrayals in pop culture and sensationalistic media coverage. Concerns vary by modality, with more openness towards Gen AI in audio content compared to video or journalism. Participants suggest that Gen AI should bring value to audience experiences, prioritize human control, and maintain transparency in its use. Public service media organizations, like the BBC, are expected to uphold high standards when utilizing Gen AI. The research aims to guide the BBC's approach to Gen AI and may be relevant for other media organizations, although no implications for the BBC's future use of the technology are made in the report.