Dr. Peter Verdegem, a reader of Technology and Society at Westminster University, was awarded the UK Academy Innovation Fellowship to investigate the social impact of artificial intelligence (AI) on British media trusts.
This study will be conducted in collaboration with Ofcom, the UK communications regulator.
The 12-month project evaluates the way AI is used in the UK media sector and analyzes how these developments affect public perceptions of news trust and credibility. This study explores how media experts respond to AI integration by adapting, resisting, or questioning its role in the editing and content process.
The Innovation Fellowship Programme is funded in collaboration with the UK’s Arts and Humanities Research Council (AHRC) and is funded through the Bridging Responsible AI Divides (Braid) initiative. The scheme is designed to incorporate academic expertise into policy development in areas shaped by digital technology and artificial intelligence.
Focus on real-world practices and vulnerable audiences
Verdegem’s study compares a general understanding of AI-generated news with the practical practices of media organizations. A key component of this study examines whether audiences, particularly vulnerable or at-risk groups, have the media literacy and critical thinking skills needed to evaluate AI-produced content.
The findings are expected to provide insight into how AI influences trust in journalism and broader engagement with media institutions. This project evaluates whether current literacy initiatives are equipped to address the challenges posed by algorithm-generated content.
Dr Verdegem leads Westminster’s MA in AI, data and communications and is a member of the university’s Institute of Communications and Media (CAMRI). His research focuses on governance in digital society, data politics, and emerging technologies. The new fellowship builds on his expertise in exploring how the technology system affects democratic communication and public life.
Speaking about the award, Peter Verdegem said: “We are able to receive funding from the UK Academy and the Blade Programme, allowing us to work with OFCOM on research investigating the public impact of AI, providing evidence-based insights to inform our policy approach.”
Some of the broader policy involvement by Blade
The Blade Initiative includes a cohort of 17 innovation fellows working for public institutions, research institutes and technology companies. It is designed to build long-term collaboration between academic researchers and decision-makers on responsible AI deployment.
The project also contributes to the United Nations Sustainable Development Goals (SDG) 16: Peace, Justice and Strong Institutions. Since 2019, Westminster University has coordinated its research and education strategies with SDGS, combining an institutional focus on equity, sustainability and public impact.
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