AI Mission Statement
At LumoTV, we believe AI should empower creativity, not replace it. It’s a tool to help us better serve the deaf and sign language communities — removing barriers, enhancing accessibility, and freeing up time for bold, authentic storytelling.
We use AI to support our people, our purpose, and our passion for fresh, diverse and innovative content. It’s here to help us work smarter, not compromise what makes us pioneering.
We will always lead with integrity, inclusion and collaboration — and in a world of rapid change, we won’t lose sight of who we are or who we serve.
Our Core Beliefs
Authenticity First
AI must be used in ways that respect and protect the authenticity of deaf culture and lived experiences.
We will not use AI to distort, misrepresent or oversimplify the richness of deaf culture and identity.
Empowering People
AI should empower our teams and talent — especially deaf creators. We will use it to support development, reduce barriers (examples such as encountered in career progression, lack of opportunities) and create space for meaningful work.
Bold & Pioneering
We embrace innovation, but never at the cost of integrity. We will explore AI creatively and responsibly, always putting our communities and values first.
Collaborative by Design
AI should enhance collaboration, not isolate. We have established an AI Steering Group with selected members of the deaf community and AI representatives to co-create standards, review prototypes, and guide priorities, ensuring AI tools reflect shared goals and mutual respect.
Inclusive Storytelling
We believe inclusion means representation, not substitution. AI must not replace deaf voices or sign-presented content. We will not use AI-generated sign language as a default solution for accessibility. Instead, we advocate for sign-presented programming and deaf representation on and off screen, based on research and direct feedback from the BSL community. AI may assist with accessibility, but it must never be a substitute for authentic, culturally relevant content created by and with deaf people.
Advocacy Through Action
We advocate for sign-presented content and deaf representation in all programmes. AI must not become the default solution for sign language access. Research (see Appendix for link) shows the BSL community prefers sign-presented content, and we stand firmly behind this. We challenge bias, protect creator rights, and use our platform to drive positive change but never at the expense of deaf-led storytelling.
How We Use AI Today
- Supporting our teams with AI assistants to help summarise meetings, draft documents and streamline admin — freeing up time for creative and community- focused work.
- Exploring AI tools to improve accessibility, such as captioning enhancements and content tagging for deaf audiences — always with caution and community input.
- Trialling AI in content production to reconstruct events, or enhance storytelling — always with human oversight and ethical review.
- Using AI in marketing and operations to scale campaigns and reduce manual tasks, allowing more time for audience engagement and creative development.
Our Principles
- Transparency
We will clearly communicate how AI is used across LumoTV. We will ensure our teams and audiences understand its role and impact.
- Accountability & Integrity
We will take responsibility for our use of AI. We ensure all AI tools meet standards for accuracy, accessibility, ethics, and data protection through governance oversight, expert review, and regular audits.
- Fairness & Non-Discrimination
We will not use AI where it causes harm or bias. We will assess its impact on individuals, communities and the creative sector — especially those historically underrepresented.
- Security & Robustness
AI systems should be safe, secure and resilient, but we recognise that this is an evolving area. We will take a cautious and investigative approach exploring best practice, seeking expert guidance and building our knowledge as we grow. Our commitment is to protect data, manage risks and make informed decisions, even as standards continue to develop across the sector.
- Sustainability
We will prioritise AI solutions that minimise environmental impact and contribute positively to society, including employment and creative ecosystems. To do that we can ensure we get the education / training around this point to help us make the right informed decisions around sustainability.
What We Will Not Support
- Misinformation
We will not use AI systems that risk spreading false or misleading content.
- Bias & Discrimination
We will avoid AI tools that reinforce stereotypes or exclude underrepresented voices, especially within the deaf and sign language communities.
- Creative Displacement
We will not use AI in ways that undermine the role of creatives, contributors or partners. We will protect creative rights and foster collaboration.
- Brand Protection
We will not allow AI to diminish or alter the LumoTV brand. We will ensure it is always protected and the LumoTV Brand Guidelines are followed.
- Loss of Human Oversight
We will not rely solely on AI for decisions that require empathy, ethics or nuanced judgment. Human expertise will always guide our use.
- Violation of Creator Rights
We will not knowingly use AI systems that infringe on intellectual property or fail to respect the contributions of original creators.
- Replacing Sign-Presented Content
We will not support the use of AI as a substitute for sign-presented content. Deaf representation must be embedded in our programmes, not added as an afterthought.
- Unethical Use of AI-Generated Human Likenesses
We will not use AI-generated images, videos, voices, avatars or likenesses of people in final marketing, promotional or programme content where authentic representation is essential. Real people and real deaf talent must remain at the heart of our public-facing work. However, we may explore AI-generated human likenesses in development, prototyping, storyboarding, or early-stage creative reconstruction provided this is done with human oversight, ethical review and full alignment with our principles. Any experimental use of AI must never replace genuine contributors, mislead audiences, or compromise trust.
This guidance will evolve as our understanding grows. We are committed to learning, listening and leading responsibly - with our communities at the heart of every decision.