With the recent advance of generative artificial intelligence (AI), an increasing number of service providers, platforms and apps rely on AI as part of their working processes. However, just like humans, AI systems tend to be or become ‘biased’. This bias affects the media industry on many levels. Entertainment media giants such as Netflix use AI systems to enhance their efficiency but are now also experiencing the negative side-effects of AI bias. The power of media as the ‘Fourth Estate’ is well-known and this session, just a few days after the US presidential election, will examine how AI bias may affect election outcomes and the risks that AI bias may pose in the news media. In addition, the panel will examine what tech companies can do (and indeed do) to prevent and control bias when designing AI systems. Finally, the legal risks concerning AI bias specific to these industry practices will also be assessed, in light of the new AI legislation.