The Alliance for Audited Media announced Wednesday it is making its Ethical AI Certification available to all publishers as part of AAM membership. The certification provides a structured framework for developing, implementing, and demonstrating responsible AI governance.
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Publishers are navigating rapid AI adoption, emerging regulatory proposals, and rising audience expectations for disclosure and oversight. Recent research from the Local Media Association and Trusting News found that nearly 99 percent of news audiences expect human involvement when AI is used. The finding underscores a challenge for publishers integrating AI tools: audiences notice and adjust their trust based on how disclosure is handled.
AAM developed the certification with publisher input. It evaluates companies across eight key areas including transparency, governance, bias and fairness, and privacy. The program was recently updated to incorporate elements of the IAB’s AI Transparency and Disclosure Framework to strengthen industry alignment, according to the announcement.
Richard Murphy, AAM’s CEO, president and managing director, said trust remains a critical factor in how AI is implemented and used. “By expanding access to our certification, we’re helping publishers demonstrate and communicate responsible AI use to their subscribers, advertisers and partners,” he said.
During the certification process, companies receive feedback on their AI governance policies and oversight mechanisms. Publishers who complete the program can display AAM’s Ethical AI Certification seal on their websites and media kits, and receive a listing on AAM’s Assurance List.
Publishers can find more information at auditedmedia.com.
