AI isn’t coming—it’s already here. It’s embedded in Public Service Media (PSM), but using it effectively? Now, that’s a challenge. At AI Summit II: Building Your AI Strategy, MADIANA ASSERAF (Head of Corporate Development & Strategic Initiatives, EBU) and JUSTIN KINGS (Head of EBU Academy, EBU) laid out the roadmap and a practical guide on what exactly need to be done.
Assert made it clear: three out of four PSM organizations use AI, but many struggle to integrate it. AI isn’t just another tool—it must align with a broadcaster’s mission, priorities, and daily operations. The biggest issue? Lack of structure. AI adoption isn’t just a tech upgrade—it demands a strategy shift in culture and collaboration.
Meanwhile, half of PSMs are developing their own AI tools, but is that the best approach? Scaling AI is tough, and without cooperation, many risk falling behind. With AI tech giants expanding in 2025, hesitation isn’t an option. The BBC has already faced backlash over AI-generated responses. PSMs need a more clear cut plan.
That’s where the EBU steps in. Their mission? Unite public broadcasters under a common AI approach, focusing on:
Shared AI strategies to align efforts.
Joint AI development to prevent wasted resources.
A centralized knowledge hub for best practices.
A major push on AI literacy and skills.
Then came JUSTIN KINGS with the School of AI, launched in March 2024—a hands-on training initiative for media professionals.
His five pillars of AI learning:
Assess needs – Identify AI’s true value.
Demystify AI – Make it accessible.
Debate ethics – Discuss its impact.
Try AI tools – Hands-on learning.
Stay adaptable – AI moves fast.
Courses like “AI Crisis Management for PSM Leaders” and “How to Use ChatGPT as a Media Assistant” are about empowering people—not replacing them.
The EBU’s message? PSMs can AND must lead AI innovation. With the right strategy and training, AI isn’t a threat—it’s an opportunity.
