AI Governance and Media Accountability in Europe

The European Union(EU) is on the verge of enacting the world's inaugural legislation pertaining to artificial intelligence (AI), the AI Act, which will serve to regulate the utilisation of AI. The EU AI Act will regulate the use of AI applications in accordance with four distinct risk levels. In particular, the use of AI technology in the highest risk category necessitates human supervision, while a “transparency obligation” is imposed on companies developing general-purpose AI. Furthermore, the legislation provides for the establishment of various governance structures at the EU AI national level. These structures are intended to facilitate the implementation of the law, foster collaboration and capacity building at the EU level, and convene stakeholders in the AI space. The governance structures include an AI Secretariat, a European AI Council, an Advisory Forum, and a Scientific Panel. The extensive use of AI in the media sector is closely related to the EU legislation and governance framework on AI. Furthermore, the media sector is particularly susceptible to the impact of technological advancements, which gives rise to concerns regarding the credibility of the information it disseminates. It is imperative to ascertain the relationship between AI governance and media accountability, particularly in light of the growing emphasis on media social accountability, for global media companies operating in Europe that utilize AI. Accordingly, this study examines the relationship between AI governance and media accountability, with a particular focus on the EU. The regulation of AI through the enactment of laws and the establishment of governance structures is a significant and necessary endeavor. However, the practical application of these regulatory measures in the context of the media presents a challenge. In this regard, it is possible to consider the potential for self-regulation by the media itself. In order to guarantee the reliability of media content created using AI, transparency and accountability will be essential. This will require the media to develop their own ethical guidelines and procedures to ensure transparency and reliability on an ongoing basis. Conversely, the EU AI legislation can also serve as a reference point for AI and other technologies in countries that require AI-related norms.