BBC News Establishes AI Department to Personalise Content
​In a strategic move to adapt to evolving news consumption habits, BBC News has announced the creation of a new department—BBC News Growth, Innovation, and AI—aimed at delivering more personalised content, particularly targeting audiences under 25.
Adapting to Changing Audience Behaviours
The initiative addresses significant shifts in how younger demographics engage with news, with many favouring smartphones and platforms like TikTok over traditional media. BBC News CEO Deborah Turness highlighted the urgency of this transformation, noting challenges such as “the growing trend of news avoidance, the growth of news consumption on social platforms, increased digital competition, and inevitable broadcast decline.”
Leveraging AI for Personalised News Delivery
The newly established department will explore the use of artificial intelligence to curate content tailored to individual preferences. This approach aims to provide personalised news experiences and unique user journeys, aligning with the consumption patterns of younger audiences accustomed to algorithm-driven content feeds. Turness emphasised the need for the BBC to be “ruthlessly focused on understanding our audience needs, on delivering the kind of journalism and content they want, in the places they want it, designed and produced in the shape … .”
Maintaining Editorial Integrity Amid Technological Advancements
While embracing AI, the BBC remains committed to its core public service values of trust, accuracy, and impartiality.The corporation acknowledges the potential risks associated with AI-generated content, including distortions and inaccuracies. A recent BBC study into leading AI assistants found tendencies to create misleading content in response to news-related queries. Consequently, the BBC has pledged that its use of AI … ” and must never undermine audience trust.
Restructuring for a Digital-First Future
This development is part of a broader restructuring within BBC News. The overhaul includes the creation of another department, BBC Live and Daily News, and the dissolution of traditional newsroom silos to ensure content is optimised across all platforms, including online and the BBC News app.
Conclusion
The establishment of the BBC News Growth, Innovation, and AI department signifies the broadcaster’s proactive approach to evolving media consumption trends. By integrating AI to personalise content delivery, the BBC aims to engage younger audiences while upholding its longstanding commitment to editorial integrity. This initiative reflects a broader industry trend of leveraging technology to meet changing audience expectations in the digital age.
