Generative AI at the BBC

analyzing the stance of a public service media

Authors

DOI:

https://doi.org/10.34629/cpublica.917

Keywords:

BBC, Journalism, Generative AI, Artificial Intelligence, Public Service Media

Abstract

This paper seeks to understand the BBC’s positioning on generative AI based on a qualitative content analysis of six materials released between 2023 and 2025 based on three categories of analysis: BBC’s view on AI; possible ethical and labor implications; use cases highlighted. From a theoretical perspective, we base the analysis on works that address both the incorporation of AI in Journalism and innovation in public media services. We point out a homogeneity in the BBC’s vision, despite limitations in the discussions of ethical risks, with the main novelties being the reinforcement of the need for human oversight and transparency with the public, which emerges as a highlight in their positioning.

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Author Biographies

  • João Pedro Malar, Universidade de São Paulo

    Master's student in Communication Sciences at ECA-USP. Bachelor's degree in Journalism from the same institution. He is a member of the COM+ research group and dedicates himself to studying topics related to Digital Journalism, business models in Journalism, and the adoption of artificial intelligence by journalistic outlets.

  • Elizabeth Saad, Universidade de São Paulo

    Senior Full Professor in the Department of Journalism and Publishing at ECA-USP. She works as a teacher and researcher in the areas of digital communication and digital journalism. In these areas, she emphasizes research and guidance in the segments of digital information strategy and business, and the correlation between strategy and the development of new languages ​​for digital content. She is the coordinator of the COM+ research group, an international speaker, and a digital strategist.

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Published

2025-12-15

Issue

Vol. 20 No. 39 (2025): Number with Special Issue

Section

Special Issue: Public Service Media and Innovation

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Copyright (c) 2025 Direitos do Autor (c) 2025

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Os conteúdos da Comunicação Pública estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

How to Cite

Generative AI at the BBC: analyzing the stance of a public service media. (2025). Comunicação Pública, 20(39). https://doi.org/10.34629/cpublica.917