TLDR: Dr. Pieter Verdegem, a Reader in Technology and Society at the University of Westminster, has been granted a prestigious British Academy Innovation Fellowship. This 12-month project, in collaboration with Ofcom, the UK’s communications regulator, will examine the societal impact of artificial intelligence (AI) on media trust in the UK, focusing on AI’s use in media industries, its effect on public perception of news credibility, and the media literacy skills required to navigate AI-generated content.
Dr. Pieter Verdegem, a distinguished Reader in Technology and Society at the University of Westminster’s School of Media and Communications, has been awarded a significant British Academy Innovation Fellowship. Dr. Verdegem, who also serves as the Course Leader of the AI, Data and Communication MA and is a member of the University’s Communication and Media Research Institute (CAMRI), will lead a 12-month research project in partnership with Ofcom, the UK’s communications regulator.
The core objective of this fellowship is to thoroughly investigate the societal impact of artificial intelligence (AI) on media trust across the United Kingdom. The project will delve into how AI is currently being utilized within various UK media sectors and analyze the subsequent effects these developments have on public perceptions of trust and credibility in news content. A crucial aspect of the study will involve comparing the actual practices of AI integration in media organizations with the public’s understanding and perception of AI-generated news.
Furthermore, Dr. Verdegem’s research will explore the responses of media professionals to AI integration, examining whether they are adapting to, resisting, or questioning its role in editorial and content creation processes. The project will also critically evaluate the media literacy and critical thinking skills necessary for audiences, particularly vulnerable or at-risk groups, to effectively navigate and assess AI-generated information. The findings are anticipated to offer valuable insights into how AI may be influencing trust in journalism and broader engagement with media institutions, while also assessing the adequacy of current literacy initiatives in addressing the challenges posed by algorithmically generated content.
The Innovation Fellowship program is jointly funded by UK Research and Innovation’s (UKRI) Arts and Humanities Research Council (AHRC) through the Bridging Responsible AI Divides (BRAID) initiative. This scheme is specifically designed to embed academic expertise directly into policy development, fostering stronger partnerships between academia and policy-makers to address complex challenges in digital society and responsible AI. The BRAID initiative encompasses a cohort of 17 Innovation Fellows, facilitating long-term collaboration between academic researchers and decision-makers on responsible AI deployment across various public bodies, research institutions, and technology companies.
Commenting on the award, Dr. Verdegem expressed his enthusiasm: “I’m delighted to receive funding from the British Academy and the BRAID programme, allowing me to collaborate with Ofcom on research examining the public impact of AI. This Fellowship presents an exciting opportunity to bridge academic research with regulatory practice, working directly with the UK’s communications regulator to better understand how AI technologies are shaping our digital landscape and affecting citizens across the country. I’m looking forward to contributing evidence-based insights to inform policy approaches.”
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This significant research project also directly contributes to the United Nations Sustainable Development Goal (SDG) 16: Peace, Justice, and Strong Institutions, aligning with the University of Westminster’s strategic commitment since 2019 to frame its institutional focus around equity, sustainability, and public impact.
