Observed Signal · Jun 23, 2026 · Policy Update · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
SRG: How Public Service Will Use AI
The Swiss public broadcaster SRG published a 17-page internal AI regulation effective June 1, 2026. The regulation, signed by Director General Susanne Wille, centralizes SRG-wide AI governance (previously handled per regional unit) and places AI use at a strategic level. It requires disclosure when AI materially affects content while warning against excessive labelling. The rules allow AI-generated images for internal processes but prohibit publishing photorealistic AI images or videos that depict real situations. Uniquely among comparable media houses, SRG’s policy explicitly embeds environmental objectives — committing to efficient AI solutions to reduce environmental impact — and promotes accessibility uses such as automatic subtitling. Moritz Stadler (Director of Operations) described AI as a lever to automate repetitive tasks. The regulation is defined as a "living document" to be reviewed at least every six months under Data & AI Business, with the first review due before year-end.
A national public broadcaster issued a comprehensive AI usage regulation that centralizes governance, mandates disclosure when AI materially affects content, and adds environmental rules—important for publishers and content trust but of limited direct impact on global AdTech infrastructure.
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Key Takeaways & Evidence Grounding
- SRG implemented a 17-page "Reglement zur Nutzung Künstlicher Intelligenz in der SRG" effective 1 June 2026
- The regulation is signed by SRG Director General Susanne Wille and centralizes AI governance across SRG (SRF, RTS, RSI, RTR)
- SRG requires disclosure when AI materially influences content but cautions against "excessive labelling"
- Publishing photorealistic AI-generated images or videos that portray real situations is prohibited; AI-generated images may be used to accelerate internal processes
- SRG's AI rules uniquely include explicit environmental commitments to use efficient AI solutions and improve accessibility (e.g., automatic subtitling); the document will be reviewed at least every six months
Connected Companies & Entities
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Recent verified developments and strategic activity across this market segment.
SRG Archive to Train Swiss AI Models
Switzerland's SRG archive is planned to be made available to Swiss higher-education institutions in Zurich and Lausanne to help train a national AI language model. Susanne Wille, identified as Generaldirektorin, supports providing the holdings to the universities. Developers of the Apertus language model say the SRG audio material would let the model process all national languages and dialects and add journalistically verified knowledge about Switzerland. HSG professor Damian Borth called the cooperation "clever," noting the data would remain under Swiss sovereignty. Legal questions are still open; implemention could be possible within months according to developer Imanol Schlag.
Swiss Publishers Launch Industry AI Code
The Verlegerverband Schweizer Medien (VSM) and multiple Swiss media organisations have published a sector-wide AI code establishing shared principles for the use of artificial intelligence in journalism. The code emphasizes self-regulation, mandatory transparency and labelling (including deepfakes and fully automated AI content), staff training, protections against AI-generated disinformation around votes and elections, and a two-stage reporting model with company-level reporting units and an independent AI ombudsstelle that issues recommendations and annual transparency reports. The code does not impose formal sanctions. Separately, Wemf announced a new "Responsible AI-Audit" certification and quality label for Swiss media.
SRG adopts new vision, mission and values
Swiss public broadcaster SRG has updated its corporate strategy and published a new vision, mission and six values, a process initiated by Director General Susanne Wille. The board approved the new guiding principles in June and posted them on SRG's website; Wille informed staff in mid‑August that the organisation will anchor the new strategy by year‑end. The revision was operationally led by Swissinfo director Larissa Bieler and RTS director Pascal Crittin and replaces the 2019 Leitbild. Key changes include a stronger emphasis on proximity, cohesion, user needs and transparency, a redefinition of independence to include protection from internal as well as external influence, and a reframing of responsibility toward work, staff and society.
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