How much should public media disclose when AI touches its content? Too little disclosure, and audiences feel misled. Too much, and every piece of work starts to look suspect.

The Public Tech Media Lab at UW-Madison, in partnership with PBS Wisconsin and Wisconsin Public Radio, set out to study exactly that: what audiences expect from public media when AI is part of the journalism or content process, and what kind of disclosure builds trust rather than eroding it. Last spring, the research team conducted a series of focus groups with public media audiences and is now launching a statewide survey to gather more data on how AI disclosure shapes trust.

In this webinar, members of the lab will walk through the study's design, what it's built to answer, and — for the first time publicly — share initial findings from the focus group phase. This will be a deep look at real audience research on a question every public media organization is wrestling with. You'll leave with concrete recommendations and takeaways you can bring back to your station.

Presented by Current and the Public Media Innovators PLC.