Amid widespread discussion about the impact of AI on media and journalism, NPR is the first major broadcaster to submit comments in response to the FCC’s proposed rules on disclosure of AI-generated content in political advertising.

NPR expressed concerns about the broad definition of “AI-generated content” in the proposal. NPR noted that while the organization does not run political ads due to legal restrictions, it supports efforts to ensure transparency in the use of AI, but believes the proposed definition could have a negative impact on journalism and public radio.

The FCC’s proposed definition would include any content generated using computer technology, which could apply to simple post-production edits that do not alter the substance of the content. NPR warned that this could hamper its ability to use new technologies legitimately to improve content quality.

NPR builds on NAB’s position that “virtually all current audio and video production methods use computer technology in one way or another, often to improve quality without misleading audiences.” The organization urged the FCC to refine its definition to focus on intentionally misleading content, rather than applying the broad term to all content involving AI.

NAB disputes the FCC’s proposed requirement, arguing that the FCC lacks authority under the Communications Act. NAB says the rules could unfairly make AI-labeled ads suspicious and violate First Amendment protections by imposing regulations based on the content of political speech.

Additionally, NAB says the rules would create burdens on broadcasters, requiring them to verify the use of AI without sufficient information, which could delay ads during key election periods. The organization urges the FCC to drop the proposal and recommends that Congress address AI-related political advertising regulations.

In its response comments, NPR also noted that public radio is a critical news source for many communities, particularly in rural areas, and that AI can play a critical role in delivering high-quality content. quality without misleading the public. The organization is advocating for a more specific rule ensuring transparency without limiting the use of beneficial AI tools in journalism.

NPR’s legal team wrote: “NPR urges the Commission to ensure that the definition of ‘AI-generated content’ in this or future proceedings is not overly broad.” This will protect public radio’s ability to use new technologies to serve the public.