Public value of AI: Ethical guidelines in public service media

In a world where AI increasingly shapes what we see, hear and trust, public service media (PSM) face a profound ethical challenge: how can they fulfil their mandate in the context of growing algorithmic influence?This paper examines the applicability of Public Value Theory to AI and explores the extent to which AI can support or undermine public value in these organisations, and therefore which criteria are appropriate for AI governance in PSM.Building on these theoretical considerations, 17 AI guidelines from PSM organisations in Germany, Austria and Switzerland were analysed in relation to five core public value dimensions: (1) democratic accountability and legitimacy, (2) transparency and explainability, (3) diversity, inclusion and universal access, (4) trust and credibility in public communication and (5) institutional responsibility and ethical governance.By combining conceptual reflection with empirical analysis, the paper develops a public value framework that contributes to the ongoing evolution of responsible AI governance in PSM.