The broadcaster has issued an AI Mission Statement and its new corporate AI principles

Alex Mahon

Alex Mahon, CEO of Channel 4, has taken to LinkedIn to share the broadcaster’s new corporate AI principles.

In a LinkedIn post this afternoon, Mahon says “AI is reshaping every industry — including ours. At Channel 4, we’ve always embraced disruption. Last week we aired our first GenAI-enabled promo. Now we’re going further. Today, we’re publishing Channel 4’s AI Principles.”

She then went on to list some of the headlines from the report. These are:

  • AI should serve people, not replace them. Human creativity is non-negotiable.
  • We’re using AI to empower our teams — not just automate, but elevate.
  • We won’t use AI to mislead, discriminate, or erode trust. That’s critical — especially for Gen Z, who demand transparency and integrity.
  • We also want to see the introduction of a trustmark — a clear signal of factual, trusted accuracy for content from professionally produced, regulated media.
  • Channel 4 News is already piloting this idea, helping audiences distinguish what’s real from what’s synthetic.
  • We urgently need regulation to protect UK creatives. LLMs can’t be allowed to strip value from world-class British content.

Mahon finished by saying: “AI is a huge opportunity — but only if we build it with integrity. These principles are just our start.”

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The full statement of Channel 4’s AI Principles is available here. It opens with Channel 4’s AI Mission Statement, which is reproduced below. It then goes on to explain Channel 4’s core beliefs, how the broadcaster is using AI today, its detailed principles and guidelines and what it will not support.

Channel 4’s AI Mission Statement

At Channel 4, we believe AI is here to support human creativity, not replace it. So we’re not handing the keys to the machines. We want to use AI in ways that serve our people, our work and the purpose that drives us.

We want to use AI to remove inefficiencies, free up time, and protect the space where real creative thinking happens.

We want to use AI to reduce friction and speed up the tasks we all find mundane, because we see it as a tool to support our greatest assets – our people and our creativity.

Channel 4 has always led from the front, innovating with purpose; in times of great change, we won’t lose who we are and what makes us Altogether Different.