Atresmedia Group has implemented, as part of its business strategy, transformation plans and projects enabling it to leverage technology, becoming more flexible and efficient while continuously enhancing its business processes in terms of content generation and at corporate level.

Given AI's evolution and potential, Atresmedia continues to explore ways to integrate different tools into its day-to-day operations, while ensuring at all times that they are used ethically and responsibly.

In this context, the Group drew up its first Policy on the Responsible Use of Artificial Intelligence and Related Technologies in 2023. This policy outlines commitments and principles to ensure the secure, responsible, and transparent use of AI tools, particularly large language models (LLMs). The Group has an Artificial Intelligence Committee, which meets regularly to address key AI-related issues.

Since 2024, Atresmedia has supported the Forética Manifesto for a Responsible and Sustainable Artificial Intelligence and subscribes to its five principles and specifications, which guide companies in their journey towards responsible and sustainable AI.

In 2024, specific AI tool use cases were implemented across several Company areas, seeking competitive advantages and effective results to optimise the business and business processes. A case in point was the use by Antena 3 Noticias and laSexta Noticias of AI tools to combat misinformation and fake news. Additionally, in the field of inclusion, the Group has been leveraging AI tools since 2023 to make its content more accessible, while it continues explore potential applications of these tools in content audio description and sign language.

In a bid to stay at the technology forefront and use AI tools safely and effectively at work, the Group is also offering employees AI training to help them understand its advantages and risks.