The WEF 2024 white paper on Responsible Media in the Era of AI outlines five guiding principles to sustain trust and accountability as generative AI reshapes the information landscape. With synthetic content projected to make up 90% of online material by 2026 and public trust in news eroding, the report calls for truth and accuracy, responsible innovation, consumer transparency, common standards, and ethical leadership. It highlights the urgency of strengthening media literacy, protecting press freedom, and embedding governance for AI use in content production. Multistakeholder collaboration is positioned as key to building resilient, trustworthy, and future-ready media ecosystems.

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