Our AI Use Policy is at the heart of our approach to using Artificial Intelligence (AI) responsibly and apply to all use of AI at Baltic Football News
At Baltic Football News, we believe that artificial intelligence (AI) can help us tell stories, uncover insights, and connect fans to the sport they love in new and innovative ways. But we also recognise that using AI in journalism carries responsibilities. This policy sets out how we approach AI so we can harness its benefits without compromising our values, the trust of our readers, or the integrity of our reporting.
We use AI as a tool—not as a replacement for human judgment or creativity. Whether it’s helping to sift through data, assisting with language translation across our multilingual region or elsewhere in the world where Baltic footballers happen to play, or speeding up certain content creation workflows, AI serves to support our journalists, not substitute for them. The final word always rests with the human editors, who ensure that our content meets the high standards our readers expect before pressing the ‘publish’ button.
Accuracy and fairness remain at the core of everything we do. When we use AI, we carefully check its outputs, understanding that automated systems can introduce errors or biases. We review, verify, and edit any content generated with assistance of AI to ensure it reflects the facts and remains true to the spirit of fair sports reporting.
We are committed to respecting the rights of those who contribute to our work—whether journalists, photographers, data providers, or other creators. We also respect the privacy and data protection rights of individuals whose information may be processed by AI systems. Our use of AI complies with relevant laws, GDPR and the European AI Act, and is guided by ethical considerations, especially around personal data and intellectual property.
Above all, our mission is to serve football fans across the Baltic region and beyond with coverage that is accurate, fair, and engaging. AI can help us do that more effectively—but only if it is used responsibly, ethically, and in ways that keep human expertise and editorial judgment at the centre of our work.
This is our commitment as we continue to explore the possibilities of AI in sports journalism. In doing so, we closely follow ongoing debates and guidelines from the European Commission on ethical use of AI.
Here are some sources which form the foundation of our Use Policy:
EU Ethics guidelines for trustworthy AI
AI and the Future of News by the Reuters Institute for the Study of Journalism