Addressing the critical challenges posed by artificial intelligence in media creation and production. This session explores the ethical dilemmas and potential threats of AI, emphasizing the need for robust frameworks to ensure responsible use. Attendees will gain insights into strategies for developing trustworthy content and workflows, balancing innovation with accountability. Join us to examine how ethical principles can guide AI's integration into media, fostering transparency, fairness, and trust in an evolving digital landscape. Add (1) Impact of AI on existing roles and (2) sourcing of training data (ethical vs. unethical)