AI in Media Framework Development
This WP formed the methodological and ethical foundation of the AI4Youth Media project. The partnership carried out a structured development process to define how artificial intelligence can be used responsibly, creatively and accessibly in youth-centred media production.
Key activities included:
- Conducting research on the use of AI tools in media production and youth work
- Designing the initial AI in Media Framework for young people, youth workers and educators
- Developing ethical guidelines addressing bias, transparency, privacy and responsible AI use
- Identifying and testing accessible AI tools for content creation, editing and analysis
- Collecting feedback from partners, youth workers and young participants to improve the framework
- Finalising the framework and related training materials for future use in youth media activities
The resulting AI in Media Framework guided the development of the project’s training activities, digital tools and AI-focused media projects. It also provided a practical and ethical reference model for integrating AI into youth work, media education and creative digital production.
What four countries told us about
AI in youth media
A cross-country synthesis of focus groups, youth questionnaires and national case studies from Germany, Malta, Serbia and Türkiye — turning the WP2 evidence base into the AI in Media Framework.
Who took part, by country
Each country ran a professional focus group and a youth questionnaire. Samples are small and exploratory by design.
How often young people use AI
Adoption is already the norm. Frequent use dominates everywhere it was measured as a split.
Serbia reported usage by professional context rather than a fixed-frequency split — among AI users, ChatGPT-class tools were universal. Germany reported frequent and occasional use combined (~80%).
The AI toolbox across countries
Tools named in the national reports. ChatGPT is the shared entry point everywhere; the rest fan out into design, audio and video.
Malta’s report confirms frequent AI use but did not itemise specific tools beyond conversational AI.
Türkiye — measured tool adoption
What holds young people back
Cost is the dominant barrier in every country that quantified it — premium subscriptions and unequal access widen the digital divide.
Türkiye
Malta
Serbia and Germany also identify unequal access to paid tools and stable infrastructure — especially outside major urban hubs — as a core barrier (reported qualitatively).
High confidence using AI tools
Share of young respondents rating their confidence 4 or 5 out of 5.
*Germany reported qualitatively (over half rated 5/5, most others 4/5); shown as an approximation. Serbia’s confidence clusters at the mid-point (54.6% rated 3/5), signalling demand for structured training.
“AI should be used responsibly”
Agreement is near-universal — a strong mandate for ethics-first training.
Serbia — understanding bias in AI (1–5)
- Rated 5 — strong understanding 54.6%
- Rated 4 36.4%
- Rated 3 9.1%
Bias awareness across countries
Serbia shows the strongest self-rated grasp of bias (90.9% rated 4–5). In Malta, half of respondents (50%) feel they understand bias risks. Türkiye and Germany report present-but-intuitive awareness, with a clear request for structured, methodical training.
“AI supports my creativity” — agreement
Perceptions of AI’s creative value diverge — a cue to teach creative authenticity through concrete examples.