Westminster University academic awarded British Academy Fellowship to study AI’s influence on trust in UK media
University of Westminster’s Pieter Verdegem to work with Ofcom on a 12-month research project examining AI use, media literacy, and public perceptions of news credibility.
Dr. Pieter Verdegem, Reader in Technology and Society at the University of Westminster, has been awarded a British Academy Innovation Fellowship to investigate the societal impact of artificial intelligence (AI) on media trust in the UK.
The research will be conducted in partnership with Ofcom, the UK’s communications regulator.
The 12-month project will assess how AI is being used across UK media sectors and analyze how these developments affect public perceptions of trust and credibility in news. The study will also explore how media professionals are responding to AI integration, whether by adapting, resisting, or questioning its role in editorial and content processes.
The Innovation Fellowship program is funded in collaboration with UK Research and Innovation’s Arts and Humanities Research Council (AHRC), through the Bridging Responsible AI Divides (BRAID) initiative. The scheme is designed to embed academic expertise into policy development in areas shaped by digital technology and artificial intelligence.
Focus on real-world practice and vulnerable audiences
Verdegem’s research will compare public understanding of AI-generated news with actual practices in media organizations. A key component of the study will examine whether audiences, particularly vulnerable or at-risk groups, possess the media literacy and critical thinking skills required to evaluate AI-produced content.
The findings are expected to provide insights into how AI may be influencing trust in journalism and broader engagement with media institutions. The project will also evaluate whether current literacy initiatives are equipped to address the challenges posed by algorithmically generated content.
Dr. Verdegem leads the MA in AI, Data and Communication at Westminster and is a member of the university’s Communication and Media Research Institute (CAMRI). His work focuses on digital society, data politics, and the governance of emerging technologies. The new fellowship builds on his expertise in exploring how technological systems affect democratic communication and public life.
Speaking about the award, Pieter Verdegem says: “I'm delighted to receive funding from the British Academy and the BRAID programme, allowing me to collaborate with Ofcom on research examining the public impact of AI. This Fellowship presents an exciting opportunity to bridge academic research with regulatory practice, working directly with the UK's communications regulator to better understand how AI technologies are shaping our digital landscape and affecting citizens across the country. I'm looking forward to contributing evidence-based insights to inform policy approaches.”
Part of broader policy engagement through BRAID
The BRAID initiative includes a cohort of 17 Innovation Fellows working across public bodies, research institutions, and technology companies. It is designed to build long-term collaboration between academic researchers and decision-makers on responsible AI deployment.
This project also contributes to the United Nations Sustainable Development Goal (SDG) 16: Peace, Justice, and Strong Institutions. The University of Westminster has aligned its research and teaching strategies with the SDGs since 2019, framing its institutional focus around equity, sustainability, and public impact.
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