We continue to be immersed in a context of extreme difficulty in which economic, social and geopolitical uncertainty and instability have been compounded by new crises and serious conflicts.

But we are also facing one of the greatest challenges as humanity with phenomena such as the acceleration and expansion of generative artificial intelligence and the implementation of new disruptive technologies that are rapidly impacting all sectors and fields of human activity, including the media.

This digital revolution is bringing about profound changes that may cause fear as we enter uncharted territory, and requires a joint effort to ensure that its deployment is done in an ethical, responsible manner that avoids the increase of inequalities, the reproduction of biases and above all that puts the human being at the center.

The U.S. President has recently introduced an executive order used in wartime to mitigate the risks of AI as a matter of urgency. Back in July, he brought together tech giants to obtain a series of "voluntary" commitments for the safe and transparent development of such technology and to ensure national security, economic security and public health. At the start of the summit at Bletchley Park in the UK, world leaders, including the US and China, have signed a joint statement along the same lines. Clearly there is concern and urgency. Because the stakes are not low, we cannot be 10 years late with regulation, as has happened with social networks, which have led more than 40 US states, both Republican and Democrat governed, to sue several social networks and Meta, holding them responsible for a NATIONAL MENTAL HEALTH CRISIS in the US among the very young.

We are not technophobes, on the contrary, we are technophiles. We believe in technology as a fundamental element of progress and we believe in the great opportunities that AI can bring in areas such as education, healthcare, climate risk prevention, but there are also many risks.

The most pressing problem with AI is not that it will transform the way we work or destroy jobs, or that it can change the course of a war or start a new one, but more pressing is that it can destroy human trust. It can lead us to a world where we cannot distinguish truth from falsehood. To not knowing who to trust. It destroys testimony and evidence. Trust turns out to be one of the most important characteristics of civilization and we run a great risk of destroying the bonds that have made it possible.

Because trust, which has always been the backbone of society, is today more than ever the greatest treasure that we must protect and care for together. Because trust is an endangered species and because a society that does not trust its institutions does not trust itself either and is therefore a society without a future.

For a leading, responsible and committed communications group such as Atresmedia, trust represents both our most important raw material and the most valuable product that we give back to society. Therefore, in such decisive times as the present, which represent a real stress test for all the media, we have the obligation today to ensure more than ever the very survival of that trust.

At Atresmedia we embrace artificial intelligence with the same level of enthusiasm and responsibility with which we have been incorporating the latest technologies that the digital revolution has been offering us for more than 33 years, but with a critical spirit, putting people at the center and not the other way around, and especially protecting intellectual property rights, the protection of personal data, the right to privacy, and actively participating in the collective defense of democracy itself.

That is why at Atresmedia we firmly believe in the need to build a future in which technology and humanity coexist in harmony.  

Therefore, today more than ever, communication and creativity exercised in a responsible manner, empathy, teamwork, critical thinking, conflict resolution, and in general all the competencies and skills that we have as humans and that differentiate us from machines, are essential. In the era of artificial intelligence, people are essential.

Given the growing proliferation of false information and the loss of confidence in truthful information that this phenomenon is causing, combating misinformation is precisely one of Atresmedia's commitments to society.

Atresmedia is the leading communications group in our country in information and entertainment. More than 20 million people choose to contact one of the brands that make up Atresmedia (Antena 3, La Sexta, Onda Cero...) on a daily basis and place their trust in us.

We are fully aware of the influence we exert, of the responsibility this entails, and that is why our main commitment to society is to inform it with rigor and truthfulness, always verifying the facts, and to entertain it with healthy and respectful content. This is what it means to make socially sustainable media.

These are the values that inspire us, that set us apart, and that are present in all our operations and throughout our organization

And these are the values on which we build our corporate purpose, which is none other than to generate reflection and emotion to create a community with shared values that preserve the common good.