Researchers from BBC and the University of Surrey Use Ethical Forms of AI to Incorporate New Customized Elements into Media Shows

Remark on the information before publishing the soccer results, “Look away now if you don’t want to know the score.” Consider what might happen if your television understood which teams you watch and which outcomes to replay—or if it learned to skip soccer entirely and educate you about something else. That thing is becoming possible because of media personalization, which academics worked on with the BBC. While there are still significant obstacles in applying live manufacturing, other aspects of media personalization are getting closer. To some extent, media personalization already exists. It’s similar to your BBC iPlayer or Netflix recommending stuff to you based on what you’ve viewed before or your Spotify producing playlists you might enjoy.

What researchers talking about, though, is personalization inside the application. This might include things like changing the duration of the system (you’ll most likely be given a shortened or extended version), adding subtitles or visuals, or improving the dialogue (to make it extra intelligible if, say, you are in a loud place or your listening to is beginning to go). Alternatively, it may include providing further information on this system (similar to what you can do presently with the BBC’s red button).

The significant difference is that these choices would not be generic. They could watch shows repackaged based on your own preferences and tailored to your needs, depending on where you are, what units you’ve got connected to, and what you’re doing. Synthetic intelligence will be used to deliver new types of media personalization to viewers at scale (AI). Machine learning is how AI works. It executes tasks based on large datasets supplied into the system to train it (an algorithm).

Recognizing AI’s challenges

The Organization for Economic Cooperation and Development’s (OECD) AI principles demand AI to benefit humanity and the environment, including fairness, security, transparency, and accountability. However, AI technologies are increasingly being accused of automating inequity due to biases in their training, which may perpetuate existing preconceptions and disadvantage vulnerable teams. For example, gender prejudice in recruiting or racial discrepancies in facial recognition applied sciences are examples.

Another possible drawback of AI technologies is generalization, which researchers seek assistance with. This is exemplified by the first known fatality caused by a self-driving car. It failed to recognize a girl pushing her bike along a street after being taught on street footage, which most likely recorded several bikers and pedestrians separately.

As a result, researchers must continue to retrain AI systems to learn more about their real-world behaviors and desired outcomes. It’s impossible to give a computer instructions for every possible scenario, and it’s impossible to foresee all possible unexpected consequences.

Researchers don’t yet know what kinds of problems their AI may cause in the world of personalized media. That is what they want to discover via their mission. However, dialogue enhancement may work better with male voices than with female ones. Moral issues do not always cut through to become a priority in a technology-focused firm until government legislation or a media storm demands it. Isn’t it better to foresee and resolve these difficulties before they go this far?

The Citizen Council

To develop a successful customization system, researchers need to involve the public from the start. This is critical for introducing a broad viewpoint into technical groups suffering from narrowly defined efficiency targets, departmental “group thought,” and a lack of variation.

The University of Surrey’s Centre for Vision, Speech and Signal Processing and the BBC are collaborating to test a mechanism to utilize AI’s progress in media customization called Artificial Intelligence for Personalised Media Experiences, or AI4ME. Researchers are experimenting with “citizen councils” to create a conversation in which the councils’ comments will inform the development of technology. Their citizen council could have a lot of examples and be independent of the BBC.

First, they create a workshop subject around a technology their researching or a design issue, such as using AI to cut out a presenter in a video and replace them with someone else. The sessions elicit perspectives and enable conversation with experts from many fields, making you feel like one of many engineers. After that, the council consults, deliberates, and makes recommendations.

The topics provide the citizen council with a framework for evaluating specific technologies in light of the OECD AI guidelines and debating the appropriate uses of personal information in media customization, regardless of business or political motives. There are risks. They would fail to appropriately reflect the diversity, and there’d be misunderstandings about suggested technologies or a refusal to listen to others’ perspectives. What if the council members are unable to reach a consensus or acquire a bias?

Researchers won’t determine how many tragedies are avoided due to this process. Still, new insights that influence engineering design or new points that allow remedies to be considered early will be markers of success. And one spherical of councils isn’t even the beginning. They intend to follow this path throughout the five-year engineering analysis mission. They’ll discuss what they’ve learned and invite new groups to try out this strategy to see how it works.

According to the researchers, this strategy can bring broad moral problems into the purview of engineering builders during the early stages of the construction of complex AI technologies. Their members will not be subject to the goals of big tech or governments, but they will represent society’s values and ideals.



Prathamesh Ingle is a Mechanical Engineer and works as a Data Analyst. He is also an AI practitioner and certified Data Scientist with an interest in applications of AI. He is enthusiastic about exploring new technologies and advancements with their real-life applications

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