The adoption of AI technologies is transforming workflows in media organizations, promising efficiency and resource optimization. However, the “hype” surrounding AI often oversells its capabilities, obscuring the potential risks these technologies pose to core organizational values and ethical principles. Striking a balance between innovation and responsibility is critical for sustainable and trustworthy AI integration.

This workshop, organized by Data School and led by researchers Jeroen Bakker and Karin van Es, introduces a prototype of the Data Ethics Decision Aid (DEDA) for Media, a practical toolkit in development to help the media industry navigate the ethical complexities of AI and data-driven projects. DEDA for Media supports organizations in identifying ethical challenges, structuring deliberations, and documenting decision-making processes to enhance accountability to stakeholders and the public. It promotes thoughtful, transparent, and responsible AI practices that align with organizational values.

In this hands-on workshop, participants will:

• Apply the DEDA framework to a real-world case study.

• Explore ways to moderate discussion that balance diverse perspectives and stakeholder needs.

• Gain insights into responsible AI and data practices in media organizations.

Ideal for media professionals and academics, this session offers practical tools to champion ethical innovation and bridge the gap between theory and practice.