AI will leave marginalised communities and under-represented creative talent behind unless we act now, warns Media Trust

Media Trust today announced that they are one of a number of organisations that have been selected by the Centre for Public Impact to receive funding and training with support from the Google AI Opportunity Fund: Europe to empower vulnerable communities, close the AI skills gap and ensure everyone can benefit from AI’s potential.  

The funding will support a new Media Trust groundbreaking initiative to deliver free AI training for charities and creative talent from under-represented backgrounds, empowering them to leverage AI to drive positive change and be at the forefront of the transformation of the creative industry. 

AI’s rapid rise has created opportunities but also real risks for marginalised communities. Without targeted support, there is a danger that AI could undermine the hard-won progress made towards empowering charities to be effective advocates, marginalised communities to have a stronger voice and those with lived experience to share their own stories.

Media Trust’s new programme will address these challenges head-on, prioritising small user-led charities while also supporting creative talent from under-represented groups who might find it difficult to access mainstream training opportunities. 

“We are very excited by how this programme aligns with Media Trust’s mission to empower charities, advance representation and drive meaningful connections between the media industry with civil society and diverse talent,” said Su-Mei Thompson, Media Trust CEO.  

“We know AI has the potential to increase UK GDP by over £550 billion by 2035 and to save the average worker over 70 hours a year, but it’s vital that everyone can benefit from the gains in growth and productivity. This project aims to empower charities and diverse creative talent with the skills they need to thrive while heading off an AI divide that will exacerbate existing inequalities.” 

Heading off an AI Divide  

The 2024 Charity Digital Skills report revealed a significant challenge for charities: while nearly two-thirds acknowledge the importance of AI, fewer than a quarter feel prepared to take advantage of it. On top of this, half of charities cite a lack of skills and expertise as the primary barrier to adopting AI. 

At the same time, Kantar’s Media Survey highlighted the rising demand by employers for AI proficiency, with 74% of media professionals stating that AI skills will be essential for new recruits. 

What the programme offers  

Launching in January, Media Trust’s new AI training programme will provide free  bespoke AI training developed by Google and external partners to two of Media Trust’s key beneficiary groups: 

1. Small to medium-sized charities: Participants will gain skills in using AI for more authentic, targeted and effective communications while amplifying the voices of those with lived experience.
2. Creative talent from under-represented backgrounds: Participants will learn how to use AI to enhance their creativity, improve workflows, unlock new career opportunities and remain competitive in a rapidly evolving industry. 

About the initiative  

With support from the Google.org AI Opportunity Fund: Europe, the Centre for Public Impact is offering a comprehensive package of support, including bespoke AI training developed by Google and external partners, tailored support and a total of €15 million in funding.  

“AI can help people across industries get more done, build deeper knowledge, and focus on the things that matter most to them, but it’s crucial that no one is left behind,” said Matt Brittin, President of Google EMEA.

“The inspiring organisations receiving support from the AI Opportunity Fund for Europe will help 20,000 people from underserved communities across 24 different countries receive the support they need to take advantage of AI’s potential in new and innovative ways.” 

“At the Centre for Public Impact, we’re committed to empowering underserved communities with the AI skills and tools they need to thrive in today’s digital economy,” said Helen Stevenson, Senior Manager at the Centre for Public Impact and AI Opportunity Fund Lead.

“With support from the Google.org AI Opportunity Fund, we’re delighted to be working with forward-thinking organisations like Media Trust to close digital skills gaps and unlock opportunities for all. Together, we’re building a more inclusive and resilient future.”

Want to find out more about the project? Register your interest for updates at Media Trust’s website.

Media Trust Organisation