Natali Helberger: Audience-Centric Approaches to AI Ethics in Media

Newsroom Robots

Natali Helberger, Professor of Law and Digital Technology at the University of Amsterdam, joins host Nikita Roy to explore the complex ethical landscape of AI in journalism. In this conversation, they discuss everything from recommendation algorithms and filter bubbles to the EU AI Act and the future of responsible AI adoption in media.

Recognized as one of the "100 brilliant women in AI ethics" to follow worldwide, Helberger is also the co-founder of the AI Media and Democracy lab at the University of Amsterdam. Her research focuses on how AI and algorithms are transforming society and the media, with implications for law and governance. Helberger chairs the Council of Europe Expert Group on AI and Freedom of Expression and serves on the advisory board of the Reuters Institute for Journalism at Oxford. She regularly advises national and European policymakers, including the European Commission, European Parliament, and UNESCO.

Key topics include:

• The ethical challenges of AI-driven personalization in news
• The importance of audience inclusion and feedback in AI systems for news
• The limitations of simply labeling content as "AI-generated" and the need for more meaningful transparency
• An analysis of the EU AI Act and its implications for media companies

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