A Senior Business Development Manager for BBC News, Steve Martin, has appealed to broadcasters to be mindful of how they use Artificial Intelligence (AI) to avoid eroding public trust.
He made the call while contributing to a panel discussion at the “Broadcasting at the Crossroads” forum organised by the Africa Media Bureau at the Alisa Hotel on Friday, September 26, 2025.
According to him, while AI is increasingly being deployed in newsroom operations, it must be applied responsibly.
He disclosed that “AI is being used within the BBC for operational efficiency, but it is in such a way that it doesn’t compromise the trust the audiences place in the BBC.”
Mr. Martin advised media organisations, particularly established traditional and commercial broadcasters, to ensure that audience trust remains their strongest asset.
“I will just say to everybody who works in traditional media with a big brand, public traditional media or a market-leading commercial broadcaster: don’t put the trust that the audience places in your brand at risk by making simple mistakes through AI,” he warned.
Source:Africa Publicity
