During the annual event organized by the Association for data intermediation (AID), Nassima Auvray, Chief Trust Officer at Orange Business, highlighted the challenges facing today’s media industry in a rapidly evolving digital landscape. Addressing an audience deeply invested in the future of information ecosystems , she introduced the Trusted European Media data Space (TEMS) as a transformative initiative that aims to create a secure and collaborative environment for media organizations, tackling pressing issues like disinformation while fostering innovation and trust.
The media industry today is grappling with an unprecedented surge in disinformation, amplified by generative AI and its ability to generate fake content at scale. Recent studies show that the proliferation of fake news has grown from tens of thousands to millions of incidents within mere months. Compounding this challenge is the rise of AI-driven platforms that can automatically fabricate and distribute false narratives. TEMS emerges as a necessary response, offering a decentralized framework that allows media organizations to share and manage data securely while maintaining control over their assets.
Nassima Auvray emphasized that TEMS is designed to support two critical goals: enhancing the competitiveness of European media and fostering trust in digital environments. By enabling secure data sharing, TEMS helps media organizations unlock the potential of their data, driving innovation in content creation, audience engagement, and ethical advertising practices. At the same time, it ensures that data is managed transparently and ethically, respecting user privacy and sovereignty.
TEMS prioritizes security and confidentiality through a robust decentralized infrastructure. Media organizations have the flexibility to choose where to store their data, whether within their own systems or with trusted third-party providers. Transparency is another cornerstone, with clear standards for AI use ensuring accountability in content production and data management.
The initiative’s use cases underscore its practical relevance. TEMS is already driving efforts to combat disinformation, employing AI to verify sources, check facts, and detect biases in journalistic content. It also supports privacy-respecting advertising, enabling media companies to deliver targeted campaigns without compromising user data.
As Nassima Auvray highlighted during her intervention, collaboration among stakeholders will be essential for TEMS to realize its vision. To achieve this, TEMS relies on various resources, including innovative solutions like the Live Identity Wallet and the expertise of Orange Business AI specialists. This approach lays the foundation for a media landscape that is both competitive and trustworthy, ensuring resilience against evolving digital threats.