AI Guidelines, as of 11.06.2024

Our guidelines for the responsible use of AI

In an era of unprecedented technological disruption, media companies must proactively establish clear rules for the responsible use of technology. Particularly in journalism, where integrity, objectivity, and trustworthiness are paramount, strict guidelines must be followed.

Artificial intelligence and intelligent automation systems are key technologies that will fundamentally change the way we create, distribute, and consume content. Instead of fearing this change, we must actively shape and harness it.

For this reason, we have developed a dynamic set of guidelines that reflect our philosophy and approach to these transformative technologies. These guidelines are to be understood as living and in a continuous process of development, as we must remain flexible and adaptable in a rapidly changing environment.

Our primary goal is to fulfill our mission as a trusted source of information and a driving force for society in the best possible way. Artificial intelligence and automation are tools that support us in this by enabling efficiency gains and opening up new creative possibilities. Our guidelines address these challenges and define clear parameters for the responsible use of these technologies. They reflect our determination to be pioneers in this transformation while maintaining our ability to act and make decisions.

Our guidelines for the use of AI include:

Preserving journalistic independence

At our core remains unbiased, fact-based reporting that provides our readers with orientation. AI systems are tools that support this goal but must never undermine trust in our journalistic integrity.

Verification of information sources

All information sources and content undergo a rigorous verification process. Unverifiable data has no place in our reporting.

Editorial control and responsibility

Automatically generated content is subject to careful final review by qualified editors. Editorial responsibility always lies with our editorial teams.

Open communication

We communicate transparently and openly with our readers about when and how AI technologies are used.

Adherence to ethical standards

The use of AI must not compromise our duty of care. The protection of sources and personal rights is always maintained.

Fostering creative freedom

The use of AI is intended to provide our editors with more space for creative and journalistic activities.

Labeling AI-generated images

Images created with AI will be clearly labeled as such. Transparency is key to allowing our readers to correctly interpret the origin and nature of visual content.

By strictly adhering to these guidelines, we ensure that the responsible use of artificial intelligence in the journalistic environment is guaranteed, and the high standards of our industry are maintained.