
AI-generated content in charities: Ethics, trust & transparency - with Emma Bracegirdle
AI-generated content is everywhere in charity comms right now, and most organisations are using it without really understanding how it works or how to be transparent about it. In episode 53 of The Charity Show, Tim and Piers are joined by Emma Bracegirdle, founder of The Saltways, to unpack new research into how UK charities are actually using AI generated content, and where it's going badly wrong. In this episode... Why over half of charities using AI generated content aren't labelling it, and don't understand why they should The crucial difference between using AI to enhance an image and using it to generate one entirely, and why the EU AI Act treats them the same How AI models can reproduce harmful stereotypes and "poverty porn" style imagery, and practical prompting techniques to challenge and undo this Why transparency, consent and updated image release forms are now essential parts of any charity's AI approach How authentic, unpolished, phone-shot storytelling is becoming charities' best defence against a trust deficit fuelled by AI scepticism Real examples of AI used well (and badly) in the charity sector, plus where the technology can genuinely save time on admin and research The conversation also covers The Saltways' first Charity Film Festival, held in Bethnal Green, London, celebrating films made by and for the charity sector on every budget. Links and resources: The Saltways: https://thesaltways.com/ The Saltways Charity Film Festival: https://thesaltways.com/charityfilmfestival/ This episode's Small Charity Spotlights: Hastings Furniture Service: https://hfs.org.uk/ HFS 100 Homes Project Crowdfunder: https://www.crowdfunder.co.uk/p/hastingsfurnitureservice Future First: https://www.futurefirst.org.uk/ Get involved: Listen to The Charity Show on Spotify, Apple Podcasts, or your favourite platform Email us at thecharityshowpod@gmail.com Send a voice message to TheCharityShow Find every link you need: https://linktr.ee/thecharityshow 💡 If you enjoyed this episode, hit follow or subscribe on your podcast app, and please leave us a five-star rating — it helps more people find conversations with real charity experts across the UK. This episode is produced by The Good Studio – Creating great content for good causes. From podcasts and campaigns to film and copywriting, The Good Studio helps charities tell powerful stories that make people care.👉 Find out more at www.thegoodstudio.co.uk


















