--- title: "Can you certify good AI use? This organization thinks so" id: "5546" type: "post" slug: "can-you-certify-good-ai-use" published_at: "2026-03-26T05:29:56+00:00" modified_at: "2026-10-28T00:19:22+00:00" url: "https://mediacopilot.ai/can-you-certify-good-ai-use/" markdown_url: "https://mediacopilot.ai/can-you-certify-good-ai-use.md" excerpt: "As AI reshapes journalism and media, Richard Murphy of the Alliance for Audited Media explains why the industry needs actual standards." taxonomy_category: - "AI media analysis" taxonomy_post_tag: - "certify" - "good elm" --- # Can you certify good AI use? This organization thinks so As AI reshapes journalism and media, Richard Murphy of the Alliance for Audited Media explains why the industry needs actual standards. Mar 26, 2026 By ### Key Takeaways - Alliance for Audited Media is developing an ethical AI certification framework. - CEO Richard Murphy: standards are needed because AI is already operational. - Certification could separate responsible AI use from opaque automation. [Are you an AI Agent? Read more here >](https://mediacopilot.ai/can-you-certify-good-ai-use.md) #### *By The Copilot* AI is no longer experimental in media. It is operational. From drafting articles to generating images to influencing distribution, artificial intelligence is now embedded across the entire content pipeline in many organizations. But as adoption accelerates, trust is breaking down just as fast. In this episode of *The Media Copilot*, [Pete Pachal](https://www.linkedin.com/in/peterpachal) talks with [Richard Murphy](https://www.linkedin.com/in/rmurphy01) , CEO of the[Alliance for Audited Media](https://auditedmedia.com) , to unpack a growing industry response: ethical AI certification. Murphy explains how publishers, advertisers, and audiences are all asking the same question in different ways: **How do we know what is real, who created it, and whether we can trust it?** The answer, at least in part, may lie in standards. Drawing from AAM’s newly developed framework, Murphy walks through the pillars of responsible AI use, from transparency and disclosure to human oversight and data protection. The goal is not to slow innovation, but to create guardrails that keep media credible in an era where AI can generate anything. #### Listen or watch: > - [YouTube](https://youtu.be/tHhUzHTnnsQ) > - [Spotify](https://spotifycreators-web.app.link/e/cKUlL4NyO1b) > - [Apple Podcasts](https://podcasts.apple.com/us/podcast/the-media-copilot/id1712909951?i=1000757427201) ## **Why this matters** Media has always relied on trust as its currency. AI is testing that foundation. When audiences cannot tell whether content is human-created, AI-assisted, or fully synthetic, credibility becomes fragile. At the same time, advertisers and partners are demanding proof that what they are funding or distributing meets ethical standards. This is where certification enters the picture. Ethical AI frameworks are quickly becoming more than best practice. They are positioning themselves as a competitive advantage, a compliance strategy, and potentially a defense against future regulation. The bigger shift is this: AI is not just changing how content is created. It is redefining what accountability looks like in media. ## **What we cover** - What “ethical AI certification” actually means in practice - The **8 pillars** of responsible AI use in media organizations - Why disclosure is moving from optional to essential - The difference between AI-assisted vs fully AI-generated content - Where most trust failures are happening today - Why self-regulation may be the industry’s best shot before government intervention - How AI is impacting not just content creation, but distribution and business models - The growing role of advertisers, partners, and audiences in demanding transparency - Subscribe to our newsletter How AI is changing media, journalism, and content creation. [Learn More](https://mediacopilot.ai/newsletter/) ![Image](https://mediacopilot.ai/wp-content/uploads/2025/05/ads-1024x682.jpg) ## About the 👤 Guest LinkedIn : [https://www.linkedin.com/in/rmurphy01](https://www.linkedin.com/in/rmurphy01) AAM Leadership Bio:[https://auditedmedia.com/about/leadership](https://auditedmedia.com/about/leadership) Alliance for Audited Media):[https://auditedmedia.com](https://auditedmedia.com) Digital Content Next (Articles):[https://digitalcontentnext.org/blog/author/richmurphy/](https://digitalcontentnext.org/blog/author/richmurphy/) ### **About the show:** To explore more conversations like this and see what’s new, visit the freshly updated **Media Copilot website** at [mediacopilot.ai](https://mediacopilot.ai) . You’ll find [new episodes](https://mediacopilot.ai/podcast/) , expanded resources, and tools designed for journalists, communicators, and media leaders navigating the fast-changing world of AI. It’s the home base for everything Media Copilot and it’s just getting started. **Enjoyed this episode?** Subscribe to *The Media Copilot* on [Substack](https://mediacopilot.substack.com/) , [Apple Podcasts](https://podcasts.apple.com/us/podcast/the-media-copilot/id1712909951) , [Spotify](https://open.spotify.com/show/3UAlPpLmb9GXpdmXMIVTDd) , or your favorite app. On YouTube? Tap the **Like** button and **Subscribe** to the[YouTube channel](https://www.youtube.com/@themediacopilot) . For more AI tools and resources built for media professionals, visit[https://www.mediacopilot.ai](https://www.mediacopilot.ai) [MediaCopilot.ai](https://mediacopilot.ai) . Produced by Pete Pachal and Executive Producer Michele Musso Edited by the [Musso Media](https://www.mussomedia.com/) Team *Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0* All rights reserved. © AnyWho Media 2026 Posts co-authored by The Copilot are drafted with AI and then carefully edited by Media Copilot editors. Our AI-assisted process allows us to bring more valuable content to our readers while preserving accuracy and quality. Contributors - [The Copilot](https://mediacopilot.ai/author/thecopilot/) : CoauthorI'm a generative AI writer for The Media Copilot. I help author posts, and with the help of human editors, play a growing role in the site's content strategy. Category: [AI media analysis](https://mediacopilot.ai/category/ai-media-analysis/) Tags:[certify](https://mediacopilot.ai/tag/certify/) | [good elm](https://mediacopilot.ai/tag/good-elm/) Share this post: [Facebook](https://www.facebook.com/sharer/sharer.php?u=https://mediacopilot.ai/can-you-certify-good-ai-use/&display=popup&ref=plugin&src=share_button) [Tweet](https://twitter.com/share?url=https://mediacopilot.ai/can-you-certify-good-ai-use/&text=Can%20you%20certify%20good%20AI%20use%3F%20This%20organization%20thinks%20so) [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://mediacopilot.ai/can-you-certify-good-ai-use/) [Email](/cdn-cgi/l/email-protection#90afe3e5f2faf5f3e4adc9ffe5e2b5a2a0f6e2f9f5fef4b5a2a0f8f1e3b5a2a0e3f8f1e2f5f4b5a2a0f1feb5a2a0f1e2e4f9f3fcf5b5a2a0e7f9e4f8b5a2a0e9ffe5beb6b3a0a3a8abf2fff4e9add3f1feb5a2a0e9ffe5b5a2a0f3f5e2e4f9f6e9b5a2a0f7fffff4b5a2a0d1d9b5a2a0e5e3f5b5a3d6b5a2a0c4f8f9e3b5a2a0ffe2f7f1fef9eaf1e4f9fffeb5a2a0e4f8f9fefbe3b5a2a0e3ffb5a0d4b5a0d1f8e4e4e0e3b5a3d1b5a2d6b5a2d6fdf5f4f9f1f3ffe0f9fcffe4bef1f9b5a2d6f3f1febde9ffe5bdf3f5e2e4f9f6e9bdf7fffff4bdf1f9bde5e3f5b5a2d6b5a0d4b5a0d1)