Responsible Research and Innovation in PSM: Mobilising Values for AI in the Public Interest

How can public service media (PSM) organisations ensure that the values they want to uphold are sustained as they incorporate new technologies into their organisational infrastructure? Drawing from the fields of responsible innovation (RI), responsible AI (RAI), and value-focused design methods, we explore one approach for eliciting, discussing, negotiating, and incorporating PSM values more effectively into technology decision-making, development and deployment processes in PSM. We describe why and how we constructed a set of Value Cards at the UK’s largest public service broadcaster for use in multidisciplinary workshops and for further iterative co-development with stakeholders across teams (engineers, computer/data scientists, media practitioners, legal and policy professionals, managers etc.). We discuss this work in progress in relation to the issues raised by artificial intelligence for PSM and why prioritising value-led approaches to technological innovation will be vital for PSM.