Alliance for Audited Media Launches Ethical AI Certification to Support Transparent, Accountable Use of AI

AAM collaborated with publishers, marketers and agencies to develop this practical framework based on AI best practices

SCHAUMBURG, Ill. (April 15, 2025) — The Alliance for Audited Media (AAM) is launching a certification program to help media organizations implement responsible, transparent AI practices that build trust with readers and advertisers.

AAM’s Ethical AI Certification provides a framework for responsible AI use by focusing on guidelines that address transparency, accountability and ethical oversight. AAM is also releasing a new report – Ethical AI in Action: Eight Pillars for Transparent, Accountable AI Implementation in Media – as a companion to the certification at this week’s News Industry Mega-Conference in Orlando, Fla.

The certification was developed collaboratively with AAM publisher, marketer and agency members after recent studies revealed a trust gap between media companies and their audiences when implementing AI tools.

“Our goal is to empower publishers to adopt AI in a way that upholds trust with their audiences and advertisers,” said Rich Murphy, AAM’s CEO, president and managing director. “These pillars provide a roadmap for media organizations to innovate responsibly while complying with evolving industry expectations.”

The certification covers key areas such as transparency and disclosures, AI policies and practices, accountability and human oversight, bias and fairness, privacy and data protection, rights and permissions, training and risk management.

During the certification, publishers receive a comprehensive review of their AI practices along with recommendations for improvement, if needed. Certified organizations also receive communication tools to support public transparency including a certification report, certification seal and promotional templates.

To learn more about AI best practices, download AAM’s report, Ethical AI in Action: Eight Pillars for Transparent, Accountable AI Implementation in Media.

ABOUT THE ALLIANCE FOR AUDITED MEDIA

As the largest not-for-profit media assurance organization, the Alliance for Audited Media delivers impartial, credible data to help media buyers buy and sellers sell. AAM works alongside the media and advertising industry to establish standards that can be verified independently, ensuring the legitimacy of the businesses that drive media's progress. AAM also provides verification for compliance programs including brand safety, privacy, sustainability and tech assurance. Learn more at auditedmedia.com.