Today, overall trust in news is low and further declining. This white paper, developed with the World Economic Forum’s media industry partners, addressed this by providing a set of principles for responsible media to help relevant stakeholders navigate the new age of artificial intelligence.

It is crucial that trustworthy and reliable sources of content and information remain the bedrock of a robust, healthy, diverse and financially sustainable media ecosystem. However, media fragmentation, coupled with an increase in the amount of content being created and distributed, has made it harder for consumers to know what to trust on first sight. Recognizing that generative AI brings opportunities as well as perils, this paper outlines the facets of a well-functioning media environment, including transparency, accountability and workforce upskilling.

Alongside the responsible media principles, this white paper also promotes media literacy, a vital tool in fighting disinformation and helping people understand how to protect themselves online.