AI.

INNOVATION.

RESPONSIBILITY.

SFI MediaFutures is a world-class research centre based in Bergen’s Media City, dedicated to developing responsible AI-driven media technology for ethical and effective user engagement, content production, and audience understanding, in collaboration with leading national and international media and research partners.

News

How to communicate research-based innovation in the Age of AI?

Dec 19, 2025

The big Norwegian lexicon defines research as the systematic creation of new knowledge about culture, society, and individuals. Researchers follow an ethical code that ensures quality and reliability. But creating knowledge is only one part of the...

From Research to Impact: Five PhDs successfully defended their theses

Dec 17, 2025

This year, five talented PhD candidates from SFI MediaFutures achieved a milestone by successfully defending their PhD theses. They focused on varied topics, from combating visual misinformation and advancing human-AI interaction to promoting...

From positive outlooks to critical perspectives on AI in media. This is how the Annual Meeting 2025 went

Nov 17, 2025

The MediaFutures Annual Meeting 2025 gathered 140 researchers, industry partners, and technology experts to discuss new developments in artificial intelligence for the media sector. This year’s theme, “Navigating Uncertainty with AI: Battling...

PhD Candidate’s Study on AI Bias Gains Wide Recognition

Nov 17, 2025

By Malgorzata Anna Pacholczyk It’s Saturday night. You open a streaming service looking for something new – maybe a documentary or an indie film you have heard about. Instead, the front page is dominated by "Top 10 in Your Country Today": the same...