The Use of Artificial Intelligence by Public Service Media: Between Advantages and Threats

Abstract

The multiplatform reiteration of traditional public service broadcasting (PSB), often labeled public service media (PSM), has been the cornerstone of mass communication systems in the 20th century, encompassing ideals such as nation-building, universal access, and diversity of content in many democratic societies. Today, new fluid digital ecosystems have brought both new opportunities for their development and emerging issues that challenge their role and key values, such as universality and trust. Many PSM are exploring the opportunities provided by artificial intelligence (AI), including algorithms and user data, as a means to better perform their role and remain relevant. At the same time, the question of whether PSM can abide by the same rules and apply the same tools as commercial media is also being examined. This chapter examines the opportunities and threats of AI for PSM in light of the contextual characteristics of specific national media systems, organizational configurations, and genre-specific demands and opportunities. The opportunities of “PSM AI” and the ideal use of artificial intelligence to promote public service values are assessed. From the perspective of individual audience members, PSM AI can function similarly to any media in terms of curation and personalization by offering relevant, tailored content and services, thus supporting individual citizens’ information, educational, and entertainment needs. In terms of the industry dimension of public value, PSM can become an industry leader through the ethical use of AI and by innovating for distinct applications of AI. Most importantly, from the perspective of societal value, PSM AI can be a tool with a specific public service mission to support human rights and citizenship through, for example, exposure diversity and reversing bias.