AI & Ethics
at SAE Institute
Artificial Intelligence is an important part of the media industry – but its use requires clear ethical guidelines.
At SAE Institute, we are committed to a responsible and transparent approach to AI. Our ethical guidelines define how AI is used in creative processes, teaching and handling data. Here you can find out which principles guide us and how we use AI in a sustainable, fair and future-oriented way.
AI is a tool to support creative processes, not replace them. At SAE Institute, we promote the reflective and responsible use of AI that respects ethical principles such as fairness, transparency and the protection of intellectual property in order to foster innovative, productive and creative ways of working in media professions without limiting human creativity and individuality.
We rely on clear communication about the use of AI. AI-generated content must be labelled to ensure authenticity and authorship. This applies both to internal use in teaching and to student projects that utilise AI in creative processes.
AI may not be used to utilise or modify copyrighted material without permission. Students and teachers at the SAE Institute are enabled to understand the legal framework around AI in creative industries and to act responsibly.
SAE Institute does not process any personal data with AI systems. We only use GDPR-compliant AI technologies and train our employees and students to use AI securely and in compliance with data protection regulations.
AI may not be used to create or reinforce discriminatory structures. We make sure that the AI tools and algorithms we use are designed to be fair and inclusive. Our students are empowered to critically scrutinise AI and integrate ethical aspects into their creative work.
We use AI in a conscious and resource-conserving way to minimise the ecological footprint. At the same time, we communicate how AI can be used in the media industry for more sustainable processes, e.g. through more efficient workflows and optimised use of resources.
Constant reflection and further development
The use of AI is constantly evolving – and so are our ethical guidelines. We keep a critical eye on technological developments and adapt our principles to new challenges and findings.
Status: 12/02/2025
